Serviceplan Suisse and Mini invite to the Mini "Big Love" bus
With creativity, a zest for life, and a real eye-catcher, Mini Switzerland and Serviceplan Suisse are turning Mini dealerships into the «place to be» this summer.
To spread Mini's new positioning "Big love - we are all different but pretty good together" in Switzerland, Serviceplan Suisse created a concept for dealer events with attractive setups for outdoor and indoor activities as well as the associated communication measures.
The "Swinging Sixties" concept was created in close cooperation with Mini Switzerland and as a tribute to the brand's history. Mini partners can use it either for a test drive event or for a customer loyalty event. The centerpiece of the concept is a British double-decker bus, which was strikingly branded and redesigned both outside and inside in collaboration with the Studler event agency.
The mobile advertising medium has various highlights: from the colorful #BigLove photo wall, which Mini fans can use to spread their affection for the brand on social media, to the mobile DJ booth and the guest book for emotional customer loyalty. Or from the stylish furniture in retro/vintage look to the screen showing current Mini movies as well as heritage clips, the Mini photo gallery and the counter for casual networking to the support by hostesses in sixties style.
The "Big Love" bus will cruise through Switzerland throughout the summer of 2021, stopping at prominent locations such as the Kornhausbrücke in Bern and, depending on the dealer's preference, inviting people to dance, chat, snack, talk shop and, of course, test drive.
Responsible at Mini Switzerland: Adrian Kwasnitza (Head Marketing Mini), Alessia Pezzini (Events & Sponsoring Mini). Responsible at Serviceplan Suisse: Tizian Lienhard (art direction), Jan Krohn (text), Livia Küpfert (consulting), Michael Kathe (creative direction), Marcin Baba (executive creative direction), Pam Hügli, Raul Serrat (overall responsibility); Vizeum (media agency).
