The MINI China Partner Conference and MINI Oscars Ceremony were co-located at the MINI Plant in Oxford, and the iconic London Palladium respectively (5 – 9 March 2018).
The brief was to maximise the impact of the new MINI LCI range with 300 guests invited to the UK by MINI China from across their dealer community and selected MINI China central and regional management.
An engaging, multi-sensory Conference was created, with guests treated to a 360ᶱ visual experience with vivid, dynamic storytelling from four experiential corners bringing to life the story of MINI from its birth through to the present day. This was achieved through live video content, motion graphics, clever use of actors, live band performances and careful choreography, with the cars stealing the spotlight with vintage and modern car drive-ins, leading up to the ‘magic’ car reveal moment. Guests were seated on rotating stools at the heart of this immersive experience. The Oscars Ceremony provided an energetic finale to the event, with the attendance of Asian celebrities and renowned performers adding glamour and excitement. The brief required a high degree of creativity, working across time zones to deliver within less than a month. A collaborative approach was required. VOK DAMS China were appointed to take the creative and conceptual lead, with responsibility for guest management, social media strategy, media production, Chinese celebrity management and logistics. Goose Live Events are a trusted partner and provided pre-event project management and technical production services, staffing and logistical support onsite, venue sourcing and contracting services, vehicle logistics, as well as supplier and budget management. This MINI event was not only regarded as highly successful, but also demonstrates what can be achieved within tight timescales when a professional, focused team collaborates to deliver a world class event.