MINI
Academy Roadshows
Entdecke MINI and the MINI John Cooper Works Academy were roadshows that toured across Germany and the CSEU region—inviting fans to experience the MINI world in a fully immersive way. Temporary urban platforms were set up to explore the brand and get behind the wheel—offering a first-hand taste of what driving a MINI truly feels like.
Client
MINI
Company
Metzler:Vater Group
Role
Art Director
Design Lead
tasks:
Concept Development
Pitch Presentation
Brand Communication
Responsive Website
UI/UX Design
Event Collateral
Entdecke MINI
The Entdecke MINI roadshow was a brand experience campaign that toured across Germany, designed to bring MINI closer to its customers. It combined live driving events at various locations—including MINI dealerships—with a striking mobile hospitality hub. This urban-style setup invited visitors to explore the latest MINI models, engage with the brand, and book test drives on-site.
Result:
Through the digital platform, users could reserve time slots, configure their own MINI, and access event content. With a holistic approach blending spatial design, digital tools, and live interaction, the roadshow embodied MINI’s innovative spirit—seamlessly connecting digital and live experiences to deepen customer engagement.
MINI
John Cooper Works
Academy Tour
To celebrate the 50th anniversary of MINI’s first victory at the Monte Carlo Rally, MINI launched the F56 John Cooper Works—a model designed to embody the brand’s motorsport DNA. Our challenge was to create an immersive experience that not only honored MINI’s legendary racing heritage but also brought fans closer to the brand through the thrill of driving the MINI John Cooper Works.
We developed a roadshow tour across six countries in the CSEU region, engaging MINI enthusiasts and potential customers through an experience-driven, hands-on approach. The goal: get as many MINI fans as possible behind the wheel, generate excitement and convert engagement into leads.
Scope:
360° Brand Experience Campaign—the project spanned strategy, design and execution across multiple touchpoints.
Visual Identity & Campaign Design: Developed a distinctive campaign look & feel—fusing heritage racing cues with MINI’s bold visual language.
Event Communication—designed a scalable event toolkit, adaptable to varied venues and formats—ensuring consistency across all physical and digital touchpoints.
Digital Hub & Microsite—responsive microsite serving as the campaign’s central hub, launch, tease, onboarding, Test-drive & event registration, integrated social media feed for live engagement.
Action:
We successfully brought the MINI JCW spirit to thousands of fans across six countries, turning hundreds into new brand advocates. Through event planning, logistics, and hospitality, we ensured seamless experiences at every stop. A strategic mix of live communication, customer engagement and on-site marketing maximized impact, generating qualified leads through direct test-drive experiences.
Result:
The campaign combined brand storytelling, experience design, and digital marketing, reaching over 75,000 impressions on social media alone—boosting brand visibility and reinforcing MINI’s motorsport legacy.
This roadshow proved that the best way to celebrate a racing legend is by inviting fans to feel the thrill firsthand, behind the wheel.
MINI
Academy Roadshows
Entdecke MINI and the MINI John Cooper Works Academy were roadshows that toured across Germany and the CSEU region—inviting fans to experience the MINI world in a fully immersive way. Temporary urban platforms were set up to explore the brand and get behind the wheel—offering a first-hand taste of what driving a MINI truly feels like.
Client
MINI
Company
Metzler:Vater Group
Role
Art Director
Design Lead
tasks:
Concept Development
Pitch Presentation
Brand Communication
Responsive Website
UI/UX Design
Event Collateral
Entdecke MINI
The Entdecke MINI roadshow was a brand experience campaign that toured across Germany, designed to bring MINI closer to its customers. It combined live driving events at various locations—including MINI dealerships—with a striking mobile hospitality hub. This urban-style setup invited visitors to explore the latest MINI models, engage with the brand, and book test drives on-site.
Result:
Through the digital platform, users could reserve time slots, configure their own MINI, and access event content. With a holistic approach blending spatial design, digital tools, and live interaction, the roadshow embodied MINI’s innovative spirit—seamlessly connecting digital and live experiences to deepen customer engagement.
MINI
John Cooper Works
Academy Tour
To celebrate the 50th anniversary of MINI’s first victory at the Monte Carlo Rally, MINI launched the F56 John Cooper Works—a model designed to embody the brand’s motorsport DNA. Our challenge was to create an immersive experience that not only honored MINI’s legendary racing heritage but also brought fans closer to the brand through the thrill of driving the MINI John Cooper Works.
We developed a roadshow tour across six countries in the CSEU region, engaging MINI enthusiasts and potential customers through an experience-driven, hands-on approach. The goal: get as many MINI fans as possible behind the wheel, generate excitement and convert engagement into leads.
Scope:
360° Brand Experience Campaign—the project spanned strategy, design and execution across multiple touchpoints.
Visual Identity & Campaign Design: Developed a distinctive campaign look & feel—fusing heritage racing cues with MINI’s bold visual language.
Event Communication—designed a scalable event toolkit, adaptable to varied venues and formats—ensuring consistency across all physical and digital touchpoints.
Digital Hub & Microsite—responsive microsite serving as the campaign’s central hub, launch, tease, onboarding, Test-drive & event registration, integrated social media feed for live engagement.
Action:
We successfully brought the MINI JCW spirit to thousands of fans across six countries, turning hundreds into new brand advocates. Through event planning, logistics, and hospitality, we ensured seamless experiences at every stop. A strategic mix of live communication, customer engagement and on-site marketing maximized impact, generating qualified leads through direct test-drive experiences.
Result:
The campaign combined brand storytelling, experience design, and digital marketing, reaching over 75,000 impressions on social media alone—boosting brand visibility and reinforcing MINI’s motorsport legacy.
This roadshow proved that the best way to celebrate a racing legend is by inviting fans to feel the thrill firsthand, behind the wheel.