Branding | Design | Production
Challenge:
To get regional sales reps excited about the launch of the new Mini Cooper and BMW X1 vehicles, BMW Canada wanted to try something new. They put together an event where sales staff and dealership owners can experience the thrill of these new vehicles in an exciting setting. A full day event was planned with food, beverages and a gigantic racetrack along with professional drivers to show exactly what these cars can do. Modu was asked to help create a perfect bound book outlining the full day of activities along with the BMW / Mini brand promise of driving pure JOY.
Approach:
Modu outlined the full schedule for the days events and created a booklet that reflected the awaiting excitement step by step. By using the vast photographic BMW archive, we were able to tap into the BMW/Mini Cooper feeling of precision and speed onto the pages while keeping to the true clean, crisp and luxurious image that encompasses the BMW brand.
Results
After the book was released to dealerships, space filled up almost instantly for the event. During the event, tweets and Facebook posts were firing away as fast as the cars around the track, pushing the event into the social arena. The event was a great success helping demonstrate first hand the pure joy of driving these new cars plus building a deeper brand experience with the BMW / Mini sales team.
