MINI CHASE was created - a cops and robbers style race track situated opposite the Motor Show in Sydney’s King Street Wharf. We invited media and the public to be driven around an inner city thrill course (complete with hay bails, smoke machines, oil slick, and driven by professional stunt drivers).Importantly an installation was created at a popular restaurant/bar to act as the registration point as well as enhance the event experience.

Partnerships were formed with key brands to drive awareness for the activity. All partners extended “invitations” to their cliental to the event.

MINI CHASE generated an increase in leads from 2005 of 177%. Most importantly it delivered what previous years had not - 5 immediate sales. In addition 1,500 people experienced MINI CHASE, there were 70 dealer test drives and we generated more than a millions dollars worth of PR.The dealer network was the most important stakeholders in the promotion. Taking MINI out of the Motor Show was a perceived risk for the dealers. Big risk can often lead to big rewards – this was the case for MINI CHASE. The event was the perfect platform to turn interest into sales.