Words: Jason Round

Below in the Hammer and Coop press release, I was harping on about how good the PR guys at MINI are, and bugger me, they’ve done it again with this circus-cum-car launch aptly named MINI Cirque.

They were quirky sideshow performers, a big top, hot music acts and more to celebrate the event.
Guests grooved to hot tunes from Sophie Koh and her band on Sunday night in Sydney, while DJs James Del La Cruz and Adam Bossetto delivered the latest indie, acoustic and electronic beats.

Also on show was a unique peek at clothing brand Fashion Assassin’s new range, while the well-titled movie ‘Best in Show’ played on the giant screen at MINI‘s outdoor cinema.

‘Funsters’ also had the opportunity to play pinball, beach volleyball or ping-pong, or check out sideshow spectacles including a strong man and a rubber girl. A ferocious tiger-striped MINI was a popular attraction, fortunately caged in for the safety and comfort of patrons.

Apparently, MINI Cirque substituted for a traditional dealership-based launch event, but guests were able to book future test drives, while the more impulsive could enjoy an impromptu drive in the incredible New MINI on the spot. The MINI Chauffeur service gave other guests a spin around the local area, while gourmet food and beverages kept everyone fully fuelled.

As the release goes on to state, “MINI Cirque follows the success of the MINI Chase stunt-driving experience, held at King St Wharf, Sydney in October last year. It is a further example of how unconventional, yet immensely appealing brand experiences can bring MINI’s cheeky and fun personality to life.
‘‘The premiere of the new MINI at MINI Cirque is the most significant launch event for the MINI brand since its re-launch in 2002 and is unique in the history of public motoring events in Australia, if not the world,“ said Jason Miller, marketing manager of MINI.

“MINI Cirque exposes the new MINI and the MINI brand to a larger and more diverse audience than just those who have a strong interest in motoring and motoring events,” said Jason.
“We can also maintain a high level of brand intimacy with current and prospective MINI drivers by directly engaging and entertaining in a very MINI way.”

Find out more at www.newmini.com.au