MINI UK are a regular feature at Goodwood Festival of Speed, the world’s greatest celebration of motorsport and car culture. In 2019, the brand are celebrating their 60th birthday, the return of John Cooper Works (MINI’s performance brand) as well as wanting to hero the unveiling of their first ever fully electric vehicle.
We created Electric Avenue: a fully immersive, interactive street experience aimed at celebrating 60 years of MINI, John Cooper Works and the new MINI Electric. Visitors could rock down to Electric Avenue where they were able to take their pick from an array of different products and services, with a few surprises along the way. Our handcrafted real cobble and brick street was home to a host of real life shops and experiences, which included a MINI Lifestyle Shop, a private viewing of the new MINI Electric, a barber shop and a surprise flash mob performance that incorporated music and costumes from the past 60 years.
During the four live event days, we achieved some pretty impressive numbers: 35 orders of the new MINI Electric car were taken; engagement numbers doubled from 2019 figures (monitored using mobile data tracking); retail revenue increased by 53% and stand dwell time by 71% compared with last year, and our reach spilled outside the event with over 220k views on Instagram stories.