The Oval Office successfully connects clients during The Summer of MINI
This summer, The Oval Office once again demonstrated its ability to connect brands successfully as a communication agency. During The Summer of MINI, which took place in July and August in Knokke-Heist, The Oval Office facilitated a successful synergy between two clients.
Perfect Match
On the one hand, MINI Belux aimed to introduce as many people as possible to The New MINI Family through a pop-up activation in Knokke-Heist. On the other hand, Pineau des Charentes sought to raise awareness of their traditional French aperitif among the Flemish audience. With The New Family and Pineau des Charentes' trendy cocktail recipe, both brands targeted a like-minded, broad, and younger audience. This made Pineau des Charentes a perfect added value during MINI's activation.
The Oval Office saw an excellent opportunity to combine both missions in MINI's pop-up, a proposal that was enthusiastically received.
Annick Nees, Client Director Loyalty & Live, explains: "With The Summer of MINI, we wanted to create a fantastic brand experience that perfectly encapsulated what The New MINI Family stands for: energetic, playful, family-oriented, and totally MINI. By fully immersing visitors in this atmosphere, we established a strong connection with the brand, from the test drives to the surprising collaborations." Line Reynaert, Client Director Communication, adds: "By integrating Pineau des Charentes into the activation, we successfully connected two strong brands in a smart and impactful way."
Major Success
The activation was enhanced by a thoughtful concept, targeted communication via social media, and the noticeable presence of MINI shuttles on the streets. Thanks to additional visibility efforts, such as eye-catching window stickers, goodie bags, balloons, and flyers in local shops, MINI was impossible to miss in Knokke-Heist this summer. Despite the short preparation time, the event became a major success thanks to strong teamwork.
The results speak for themselves:
- +5,000 visitors
- 2,590 leads
- 311 test drive requests
- 25 quote requests
- 3 orders placed within the month
- 170 contest submissions
- 91 bottles of Pineau des Charentes served
Stijn Vermeulen, Marketing Manager MINI Belux, comments: “The Summer of MINI was a great opportunity to introduce our audience to the latest MINI models in a relaxed, summery atmosphere that truly embodies the MINI spirit. It was wonderful that we could use the products of Pineau des Charentes for this, and the cocktails were clearly appreciated by the visitors.”
This project highlights The Oval Office's ability to create authentic brand experiences, connecting not only people and brands but also different clients of our agency. And all of this – ‘for real’!
END OF PRESS RELEASE
Press contact: sofie@theovaloffice.be