Over Milan’s Green Week, designed to promote sustainable living, M&C Saatchi PR Milano organised the debut of the New All-Electric MINI. For two days The Piazza XXV Aprille was transformed into a life-size slot car racing circuit. The event was packed with adrenaline-inducing challenges and entertainment and livestreamed via local Milani radio station Radio Deejay. Right down to a MINI-branded energy drink called ‘Energy Drive’ for guests.
M&C Saatchi’s creative partners Vincenzo Gasbarro and Luca Scotto di Carlo commented: “Our aim is to prove that driving a 100% electric vehicle can be both fun and challenging; that is why we have strived to reawaken the adrenaline that all of us, as children, have experienced while playing with slot car toys.”
The event was a huge success, resulting in 180 test drives, 1.5m impressions, over 100k social media interactions and an 81% uplift in positive brand sentiment.