Riot Brand Experiences launched MINI’s next generation Cooper and Cooper S with the MINI DNA campaign. Riot conceptualized the MINI DNA theme to reflect the aspects of personalization and customization in the new MINI and executed both the national retail roll-out and major market launch events for the brand. This included the development and creative of retail launch toolkit for retailers that included POS, test drive incentives, and an event guide for small market launches.

The fully customized MINI experience

In Toronto, Montreal and Vancouver, Riot Brand Experiences produced major launch parties surrounding the MINI DNA theme where MINI brand loyalists and prospects were treated to an immersive MINI experience.

The events were held in raw gallery spaces including The Fermenting Cellar in Toronto and SAT in Montreal, and featured a road map of activities with interactive pit stops throughout the event. A select group of Canadian artists used MINI roofs as a canvas for their art alongside high-top sneakers and high-heels.

Artist inspired shoes showcase individuality

The events featured live art installations, a palm reader who helped you select the best MINI for you, and the MINI DJ, a touch-screen interactive application projected onto glass that allowed MINI fans to select and play the music for the night.

The campaign demonstrated to new audiences why the MINI brand is so unique, while skilfully reminding the existing customers that MINI fits their distinct personality.