Mini Dream Team

Outcomes:

Pilot the idea to minimise risk for MINI?

PRODUCT EXPANSION
- Specific Products.
We need to specify which products we want in the range
Paul liked the idea of having a hoover that fits in with the car (making vacuuming the car easier, fits into the vehicle in the same way that the luggage does - space utilisation/saving). This could be our collaboration with Dyson/Henry Hoover.
We need to make the decision whether we should choose to collaborate with Dyson or Henry Hoover. Paul liked HH, but Matt liked Dyson.

SPACE UTILIZATION - What else do we apply this to?
VM, Store Layouts
Interior Trends (Japanese store design, making the most of space)
CLICK HERE FOR AN EXAMPLE
Window displays

EXPERIENTIAL INTERACTIVE ELEMENTS
Technology
Where will the Surface tablets be placed in the stores? - Store layout (Google Sketch plan)
Develop personalised interface (menus, games, design your own MINI, design your own product range, visual appointments) - Most of these things should be sharable. For example, design your own Mini and share on Instagram

PROMOTION
Social Media
Launch event - who would we invite? Have a separate industry evening.
Linking to the BRITs etc. Bringing in MINIs musical interests and background.
How would we measure the success of the event/range/range. Through purchasing the products? Footfall? Conversation on social media? Interaction with the products? Through the use of the restaurant?

Consumers are buying into the brand at the lifestyle range stage. Entry level purchase into the brand.
The aim is not to accessorise the car but to offer British consumers a way of buying into an aspirational brand without making a huge purchase.