On July 2nd the film ''Minions'' was released in Germany. Main focus of our campaign was to generate awareness and make the Minions ''talk of town''.

Place of execution: The underground station Mehringdam in Berlin which was turned into ''Miniondamm'' and combined the aspects of information, interaction and identification.

Make the idea special: the use of vloggers and voice talents to spread the news in social media as well!

The station was split into four areas:

1. Visual introduction of the Minion characters

2. Minion Museum of Art - eleven famous artworks like the ''Minion Lisa'' or the ''Minion-Scream''

3. Graffiti Berlin Style - live events presented by graffiti artists with local ''Berlin Style''

4. People take Selfies to identify and interact with the characters

Results:

- 3.5 million passersby visited the Miniondamm

- 555,000 Facebook fans could be generated

-Thousands of posts, picture uploads and tweets caused a Minion-''Storm''.