The document proposes ideas for launching the Mini Countryman in Indonesia, including staging a "Roda Gila" stunt showcasing the Countryman's ability to navigate diverse landscapes, projected onto the car. It also suggests creating an interactive product display using automatic tinting glass technology, and buzz-building activities on social media. The document then outlines plans for maximizing Mini's presence at the IIMS exhibition, including confronting competitors and creative ad placements, and establishing a distinctive Mini store booth to inspire aspiration for the brand.

1. A MINI
ACTIVATION PROPOSAL

2. MINI COUNTRYMAN
READY TO GET AWAY

3. THE LAUNCH
THE CHALLENGE:
HOW TO MAKE A UNIQUE, NEVER BEEN DONE BEFORE
LAUNCHING EVENT, THAT CAN BEST REPRESENT THE MINI
COUNTRYMAN SPIRIT
THE IDEA:
SHOWCASING THE MINI COUNTRYMAN SPIRIT OF GETAWAY WITH
SOMETHING SO INDONESIAN BUT YET ONLY A MINI CAN DO

4. WHAT’S SO INDONESIAN
RODA GILA STUNT

5. MAKE IT MINI
VISUAL MAPPING PROJECTION

6. ADDING UNIQUENESS
COMBINING THE RODA GILA STUNT AND VISUAL MAPPING
PROJECTION TO GIVE A LIVE FEELING OF MINI COUNTRYMAN
DOING THE GETAWAY FROM URBAN LANDSCAPE TO FAMOUS
INDONESIAN GETAWAY
PROJECTING COUNTRYMAN
ON FAMOUS INDONESIAN GETAWAY
DERAWAN ISLAND RAJA AMPAT MT RINJANI MT BROMO

7. LAUNCHING PROCESSION

8. CAR MOVEMENT TO ADD VISUAL EFFECTS

9. CAR MOVEMENT TO ADD VISUAL EFFECTS

10. VISUAL FOR EMPHASIZING FEATURES

11. VISUAL FOR EMPHASIZING FEATURES

12. THE GETAWAY DISPLAY
GIVING THE GETAWAY FEELING WHEN DISPLAYING THE MINI
COUNTRYMAN

19. INTERACTIVE PRODUCT SPEC
UTILIZING PROJECTION ON AUTOMATIC TINTED GLASS
TECHNOLOGY
VIRTUALLY EXPLORE THE DISPLAYED MINI COUNTRYMAN
WITHOUT EVEN TOUCHING THE CAR
GIVING DETAIL SPECIFICATIONS ON MINI COUNTRYMAN

21. TINTED GLASS REFERENCE

22. PROJECTION REFERENCE

26. BUZZING BEFORE THE LAUNCH
CREATE CURIOSITY AND BUZZ PRIOR TO THE LAUNCH
WRAP THE LAUNCHING VENUE WITH A BLACK SKIRTING
THROUGHOUT WITH A BIG MINI LOGO ON TOP (CAN BE SEEN
FROM THE SURROUNDING BUILDING)
SPREAD THE BUZZ VIA SOCIAL MEDIA AND INSTAGRAM, LET
THEM TALK ABOUT IT

30. STOP DROOLING
START DRIVING

31. GETTING SALES LEAD
THE CHALLENGE:
MAINTAIN CONTINUITY OF THE MINI COUNTRYMAN SPIRIT AND
HOW TO INDUCE POTENTIAL CONSUMERS BUYING DECISION
THE IDEA:
CREATE AN AMBIENCE BOOTH THAT SHOWCASE THE MINI
COUNTRYMAN SPIRIT OF GETAWAY YET STILL INTRIGUE PEOPLE
TO EXPERIENCE

37. ENVY ME
I’M A MINI

38. MINI BIG PRESENCE ON IIMS
THE CHALLENGE:
HOW TO UTILIZE THE IIMS TO MAXIMIZE MINI’S PRESENCE TO ATTRACT MORE
SALES LEADS
THE IDEA:
SHOWCASING THE WHOLE MINI PORTFOLIO IN AN IRREGULAR WAY.
SOMETHING THAT ONLY A MINI CAN DO
THE ROUTE:
MINI VS OTHERS : DIRECTLY CONFRONT EACH MINI PRODUCT WITH CARS WITH THE
SAME CATEGORY. SHOW THEM WHY THEY SHOULD CHOOSE MINI INSTEAD.
MINI IS EVERYWHERE: CREATE MINI AMBIENCE ADS ON SPACE THAT NONE HAS EVER
THINK OF BEFORE

39. MINI VS OTHERS
CITY CAR CATEGORY

40. MINI VS OTHERS
BIG CC CAR CATEGORY

41. MINI VS OTHERS
MPV CATEGORY

42. MINI VS OTHERS
MPV CATEGORY

43. MINI IS EVERYWHERE
MINI CAR COVER

44. MINI IS EVERYWHERE
WALL PAINTINGS

45. MINI IS EVERYWHERE
DEAD CORNER UTILIZATION

46. THIS IS MINI STORE
THE CHALLENGE:
HOW TO MAKE MORE PEOPLE WANTING MINI. BUILD ASPIRATION
OF MINI AS AN EXCLUSIVE BRAND WITH ATTITUDE
THE IDEA:
CREATE A BOOTH WITH MINI DISTINGUISH LOOK. SELL MINI
MERCHANDISE AS TOOL TO INSPIRE

58. RUN WITH MINI