#CONVERGING ADVERTISING, EXHIBITION AND TECHNOLOGY FOR BMW MINI

Strada Worldwide to launch BMW MINI Clubman while allowing consumers to immerse in the concept of ‘time traveler’ • Strada, a brand entertainment agency, to partner with the motor brand to launch a new product in a more engaging and inviting way BMW Group Korea MINI team worked with Strada Worldwide, to launch its latest flagship product, MINI Clubman, and new corporate identity unveiling. The launching event & exhibition took place at Song Eun Art Space in Seoul from November 19 – 21. There were no glamorous models standing and smiling next to the new auto model. Instead, Strada came up with an overarching motive that allows people move in and out of different time and space. The ‘time-traveler’ concept that Strada developed allows people move into the space where the brand represents past, present and future of MINI heritage and MINI-related life style. Along the 3D media façade, audience was allowed to visit the MINI heritage museum, enjoy the old English pub, and experience the bespoke tailor shop and Clubman room – all curated under MINI lifestyle concept. There was also a series of talks hosted by Korean main figures in culture and art scenes under the topic of “Clubman and Gentleman”. All these elements were focused on unfolding brand contents, but more importantly, on letting people enjoy themselves in a BMW environment in a natural and intuitive way. Bryan Lee, CEO of Strada Worldwide, said, “Advertising or marketing is, at the end of the day, all about brand entertainment. Brands that provide ‘playground’ to consumers always win the market. That’s why we turned the MINI brand into an entertainment object that can be transformed into immersive attraction for consumers. For advertising industry, media façade is considered as one of the technology format that delivers visual mapping functionality. We tried to change its perspective design with mapping technology while more focusing on TVC-like unveiling concept and themed attraction idea”. MINI currently plans to unveil brand contents for other BTL advertising. When BMW opened its first Driving Center in Asia with investment of USD 75.5 million in 2014, Strada created the BMW MINI brand experience space (click here to read more). The agency also won two iF Design Awards for BMW MINI pop-up store to unveil MINI F56 model (click here to read more).