BIG LOVE in the U.K.

MINI Canada

MINI wanted a program to motivate Canadian retail sales employees to ignite acts of BIG LOVE across the country. Our team’s relationship-building and people-first approach made many things possible.

FEATURED IN
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SCOPE OF WORK
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Concierge Services
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Logistics Management
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Print Design
Experiential
Creative
Digital
Social & PR
Brand Partnerships

Background

MINI wanted a program to motivate Canadian retail sales employees to ignite acts of BIG LOVE across the country. Retail staff who orchestrated the most special acts of BIG LOVE in their local markets were invited to share their act of BIG LOVE on film. The staff with the most impactful submissions would be selected and hosted in England for an immersion in the MINI brand and English culture.

 Cooper Car Co 75 decal on car window.
intage MINI car parks in a parking lot amongst other MINI cars.
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Challenge

This program had a limited budget and high expectations: every day of the program in the U.K. needed impact and the last day had to end on a high. There was also a very tight timeline to build, launch, and deliver the program. Following the site visit, the timeline became further compressed as we worked to source more suitable accommodations and a final night experience that delivered on the brief and within the budget envelope.

Challenge

This program had a limited budget and high expectations: every day of the program in the U.K. needed impact and the last day had to end on a high. There was also a very tight timeline to build, launch, and deliver the program. Following the site visit, the timeline became further compressed as we worked to source more suitable accommodations and a final night experience that delivered on the brief and within the budget envelope.

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Solution

Our team’s relationship-building and people-first approach made many things possible. The program included a visit from Charlie Cooper and his father (royalty in many MINI circles) who showcased their collection of MINI classics and a Formula 1 race car: the Cooper F3. Guests were provided with an exclusive inside view of the MINI manufacturing process at the global home of MINI, which is where the winning act of ‘BIG LOVE’ video was shared for all to cheer. Participants were given the opportunity to experience the brand from within the cockpit of a fleet of MINI JCWs at the world-renowned Goodwood track. While in London, they enjoyed classic MINIs while touring the coolest spots in town and to create some BIG LOVE alongside the team at MINI U.K. To top it off, guests dined at a new Soho hotspot—The MAINE Mayfair—and many described the final night as “the best dining experience I’ve ever had.”

MINI, 3-Door Hatch car parked in showroom.
Aerial view of a two vintage MINI cars, one with its canvas top off.
A two-door MINI parked on the street, with three individuals seated inside the car.
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Results

Days following the event, our team received a note from our client that is perhaps the very best result we could ask for: '7 Communications didn’t deliver excellence. 7 Communications delivered perfection! Words cannot justly articulate how far 7 Communication’s execution of this program exceeded our expectations. We also received an overwhelming amount of feedback from our Retailer participants around the level of support offered by the MINI Concierge team prior to and during the trip.

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