A Big Love Story at the Belgian Coast
The Oval Office and MINI brought 'The Summer of MINI' to Knokke-Heist for 4 weeks. Thanks to a phenomenal makeover, an empty shop (bare shell) was transformed into a vibrant, beach-inspired MINI haven! Pitcure this: cheerfully striped walls, oversized pool floats, and summer beach umbrellas hanging playfully from the ceiling. Here, visitors could experience the brand MINI and The New MINI Family including The New MINI Aceman, The New MINI Cooper, and The New MINI Countryman. Visitors soaked up the MINI lifestyle, explored the latest collection, sipped drinks at the bar, and grooved to the beats of live DJ sets.
But we didn’t stop there. The Oval Office turbocharged the 'Summer of MINI' with an electrifying online activation campaign on top of the promising live experience and lots of street visibility. From branded balloons, MINI shuttles, and goodie bags flooding the streets to a powerful digital presence through programmatic buying, social media ads, and digital out-of-home at Knokke-Heist, we created buzz everywhere. A fresh, summery event logo and a vibrant video brought the entire campaign to life!
Driving Success
The mission of 'The Summer of MINI'? To introduce as many people as possible to the New MINI Family and spark excitement for test-drive bookings at local dealerships — hopefully leading to new MINI owners! With over 5,000 visitors and 300+ test-drive requests at the pop-up, we smashed our initial targets. 'The Summer of MINI' was a roaring success, delivering an unforgettable in-person experience perfectly paired with an integrated campaign that hit all the right notes.
