kaktus 2019

1. MINI WAS HERE 2018.
August, December 2018| Belgrade, Serbia.
#miniwashere
September 2019.

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MINI WAS HERE – BELGRADE/SERBIA.
CAMPAIGN GOAL
Belgrade, like every city, has changed over time
and shaped into what it is now. Throughout all
the periods which he passed, one feature of this
city never changed. Belgrade is PEOPLE . They
are those who carry his spirit.
Campaign GOAL was to create a MINI
branded city guide, with recommendation of
cool and unique city places from very cool
people, which represents city spirit, the MINI
city spirit.
If we start from the fact that Belgrade is „the
people in it“, the only correct way to make an
alternative city guide is to ask „the people in it“
of Belgrade to take us to the city's hidden
corners.
Create awareness…
Make restyle model relevant…
Strengthen the MINI brand…

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MINI WAS HERE – BELGRADE/SERBIA.
CONCEPT INFLUENCER WE HAVE USED
The whole idea of MINI_WasHere: BELGRADE Alternative City
Guide came from a collaboration between MINI Serbia team and
team behind @industrial_interior instagram page.
Concept of @industrial_interior instagram page is to share unique
spaces worldwide, and to give credit to people who created it. And it
seems that people recognized quality (100k of them, for now.)
Founder of page is Belgrade born and based architect Iva Bundalo.
The other half of @industrial_interior team is her partener Dejan
Krsmanović
They are people, like their followers, with specific lifestyle taste,
which certainly reflects on the places that are appealing to them.
Life target that they basically promote is adventurous lifestyle with a
bit of luxury.
For a while, they have been thinking about how to use their
influential profile to promote Belgrade on new, edgy and not
touristic way. Then they met MINI.

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MINI WAS HERE – BELGRADE/SERBIA.
Campaign Strategy
The @industrial_interior team has selected four independent
entrepreneurs, from the realm of creative industries, who, by
their choices, have never become mainstream, but were full
innovators in their business.
These people were part of an alternative subculture during
the 1990s, when they was teenagers and Belgrade was
something completely different. Alternative subculture from
which the present-day urban scene of Belgrade developed.
These are creative and innovative people who are above, all
faithful to themselves.
Every selected person guided us through for him/her unique
Belgrade hidden corners. The places that make Belgrade
special and different from others ex communist cities.
Through the interviews they told us why these places are
important and special to them, and what kind of Belgrade
urban legend is behind it.
It is intended that these stories brought us even closer to the
spirit of Belgrade.

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MINI WAS HERE – BELGRADE/SERBIA.
Marko Basarovski
Interior designer and trendsetter. One of the most innovative Belgrade's designers. Through the years, he was
part of REMIKS design studio. In that period he worked on many edgy and innovative project. (One of these
project is the first Supermarket Concept Store and REMIKS festival). Today, he is founder and CEO of
kolege.co design studio. Still sets standards in design domain, but he never allowed himself to become a
commercial and mainstream.

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MINI WAS HERE – BELGRADE/SERBIA.
Ana Babić
Graphic and fashion designer. In May 2014 she officially found Škrabac design line, but unofficially it existed in the
form of drawings years before that. The drawings are graphic expressions of wisdom, proverbs, sayings, nonsense
or anything that could be heard anywhere in everyday life.
Almost from begining Škrabac has become one of the most recognizable local streetwear brands. Although
remarkable and recognizable, Ana never wound up or become mainstream.

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MINI WAS HERE – BELGRADE/SERBIA.
Vlastimir Puhalo
One more person from „the square“ crew. Unlike the others who clearly remained in the sphere of subculture in which they grew up, Vlastimir
entered into completely new, completely unknown waters both for him and for Belgrade. In 2011, with two friends, he opened very first
finedining restaurant in Belgrade, which is one of a kind till today.

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MINI WAS HERE – BELGRADE/SERBIA.
Petar Biberčić
One of the boys from „the square“, who drove rollerblades in the 90s. And one of the first inline skaters in Serbia.
Today, he is successful independent event producer. He was one of the founders „All like one“ Festival, and in his career, he produced a
number of different events. From festivals and concerts to various events and campaigns from all spheres of life.

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MINI WAS HERE – BELGRADE/SERBIA.
MAP

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MINI WAS HERE – BELGRADE/SERBIA.
CHANNELS: Facebook and Instagram
interaction

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MINI WAS HERE – BELGRADE/SERBIA.
CHANNELS: Twitter

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MINI WAS HERE – BELGRADE/SERBIA.
Dedicated landing page and subpages - https://bit.ly/2kJsTFh

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MINI WAS HERE – BELGRADE/SERBIA.
- MINI ALETERNATIVE CITY GUIDE
MINI WAS HERE printed guide was finally completed. We printed
over the 500 copies and then send to all places where we have been
during the our project.
The city guide is presented on 20 pages and you in it you can see the
most alternative place we have visited.

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MINI WAS HERE – BELGRADE/SERBIA.
After Work event
When the MINI WAS HERE printed guide was finally
completed, we have organized an After work promotion
in the event space with industrial interior “Karbon”
- 150 guest from creative industry and Social Media
influencers has attended
- Over the 30 journalist and press reports

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MINI WAS HERE – BELGRADE/SERBIA.
TIMING
Timeline is based on two phases.
First phase - Providing content.
01.08.2018 – 31.08.2018
Collecting materials through series of interviews, and city
cruising with Mini. Part of content will go live through
@industrial_interior, and all else material will be part of
guide.
Making a guide. Postproduction.
Second phase – Content distribution and engagement
01.09.2018 – 24.12.2018

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MINI WAS HERE – BELGRADE/SERBIA.
THE RESULTS
Since urban pop culture in Serbia is not so popular, MINI has
done something different. He recalled places that had not
changed despite the times that followed him.
There are still places and people in Belgrade who have
remained different, true to themselves and to their alternative
lifestyle.
MINI WAS HERE has been the most successful campaign for
MINI in Serbia.
It recalled the importance of urban pop culture and thus
triggered emotions in those who do not know what is
mainstream.
There were over one million reach, more then three million
impressions and more then 25 thousand link clicks. There was
an unexpected growth in sales in this period.
We sold 7 vehicles more than the period when the campaign
was inactive.
• Reach: 1.046.001
• Impressions: 3.776.986
• Link cliks: 25.296

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MINI WAS HERE – BELGRADE/SERBIA.
Photos with the most reactions, comments and likes

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MINI WAS HERE – BELGRADE/SERBIA.
Photos with the most reactions, comments and likes

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THANK YOU.