CIM: For the launch of the new Mini on 17 November you send your 400 guests in Munich to a car wash. Why?
Helmut Käs: We always choose unusual venues for presenting new models of the MINI. For the presentation of this new Mini we wanted to invite customers into the heart of the Mini, into the garage. To the place that is normally only visited by cars and not by customers. The atmosphere of the garage with its loft-like ambience fits the MINI brand perfectly – and really conveyed that typical Mini feeling.
What happened in the Mini garage?
We played the song Looking at the carwash at the venue and fragranced it with typical carwash fragrances. In the garage there was an interactive presentation of the new Mini accompanied by a fashion show of a stylish boutique. A furniture company exhibited theme islands with young and stylish furniture between the hydraulic lifts. The setting was rounded off with grandstands, light effects and a bar with fog rising out of the floor.
What role do extraordinary events play?
Extraordinary events play a very important role for the Mini brand. Since its relaunch in July 2001 the Mini has focused on a strong experience factor and emotionality. Wherever the Mini brand comes into contact with people, we want potential customers to perceive its attractive image. The Mini brand communication goes well beyond a function of merely informing about product qualities. Our modern target group not only wants to “hear” about the brand�s special product features but rather discover and experience them for themselves. Hence, the customer’s contact with the Mini at events is a lot more intensive and memorable and influences his purchase decision correspondingly. The important thing for an event is that the product is very close to the customer.
The Mini is cheeky. How German is it?
Many people from Germany are working on the Mini, but also many people from other nations. The product development and brand management teams are very international. And that’s a good thing, because the Mini is an international brand and has friends and customers all over the world. The Mini is sold in over 70 countries, and the figure has been rising strongly for years.
Mercedes, BMW and VW – will the Mini revitalise Germany’s image as a car maker?
The Mini will definitely revitalise Germany’s image as a car maker but also the situation on the roads. With lots of modern, fresh colours, exotic paintwork and individualism, the Mini stands out from many other cars.
Helmut Käs, head of Mini Munich. www.mini.com
