A project for MINI agencies to develop their market among educated, independent Milennials

1. THE MINI MILENNIAL DRIVER TRAINING PROGRAM
A G DANGOR

2. OBJECTIVES.
Driver training program for millenials
“MORE SAFETY, MORE FUN
Independence inaugerated with a car and driver skills

3. WHY MINI
NEW MINI Cooper S
SAFE SPORTY YOUTHFULL

4. TARGET.
18 - 25
Bright IndependantYoung
L VERSCREATING

5. ACTION.
To instill the importance of driving safely. To share driving basics practically.. To influence
young adults to drive defensively and… to create MINI Lovers
To embody the MINI drivestyle!

6. TRAINING MODULES.
Speed Management Advanced Vehicle Control

7. TRAINING MODULES.
Defensive Driving
Watch how your
teenager focuses on
driving with family in
the car.
Passengers, and the
distrac9ons the
represent, can be
deadly.
The propensity to
crash increases with
even one teenage
passenger.
Consider allowing no
teenage passengers
for the first six months
of driving a@er passing
the driving test.

8. PARTNERS.
In order to leverage and bring in financial
support private sector organisations
targeting the same grouping will be
approuched
The instiutions at which Millenials are
either pupils or students will also act as a
partner
Associations and Government bodies
which focus on decreasing road fatalities
will also be roped in.
Each entity will be assessed individually
on contribution and in what form
Like my drivestyle
Gauteng Schools Discovery Insure
RTMC
JMPD
Universi9es
Mobile
Operator

9. ACTIVATIONS ROADMAP.
MMDP Program
concept
Schools and
Universities
Other contributing
Stakeholders
Program Launch with Minister of
Transport and School Principles
Mirrored events at University grounds
with partner giveways/signups
Briefing Sessions at schools with
parents and kids with driver permit
Program rollout
* X Scheduled Driver training
days on modules above
MediaActivities
Culminating in the MINI Fun
Run 5/10 km
Or
An open track day with
festivities and MINI Hotlaps
and tutured drviing on circuit

10. LAUNCHING SEPTEMBER 2016.

11. PILLARS.
Go-kart feeling Brand heritage

12. START.
Track is the best way to compare lifestyle and drivestyle!
Famous racer will take guests for a ride
VIA

13. WELCOME.
Guests receive video invitation
from Michael Alyoshin (racer).
He invites journalists to join his
drivestyle – the one that makes
him happy unlike other possible
lifestyles.

14. DEAR, GEORGY.
I`m tired of boring “high society”
events. Angular expensive
outfits, same people, same talks.
It`s a kind of fake.
Really cool I feel only when I`m
on track! Drive, speed, endless
road… That`s my drivestyle.
Do you LIKE it?

15. WELCOME.
Each guest receives an
invitation and a personalized
helmet as a membership of the
#LikeMyDriveStyle club
Possible design: lifestyle vs drivestyle

16. RACE.
We`ll make a track look like city streets
Set a lifestyle décor along the track for a driver to rev the engine!

17. FINISH.
We`ll record a video on a hidden camera and share it with guests in the
private group in social networks, so that people could like it.
#LikeMyDriveStyle

18. EDITORS RACE.

19. PILLARS.
Go-kart feeling Brand heritage

20. GO ON.
Well…
JCW and Moscow City
Racing
are simply made for each
other
Moscow City for city bolide
VIA

21. GO ON.
It`s probably the only chance
for journalists to go for a ride
around Kremlin at a speed
of 200 km/h
It`s crazy!

22. DRIVESTYLE MEDIA CLUB.

23. PILLARS.
Go-kart feeling Brand heritage

24. GET CLOSER. The world keep
talking about a
party for 12
people I had 2000
years ago
Best parties are always hard to
get
Drivestyle parties start as soon
as you grab a key

25. POINT.
It`s NOT NORMAL to invite people for a party without any
address available!

26. MECHANICS.
JCW arrives to editorial office with the special agent
Journalists have to pass a quest to get to the party
It will take a while to finish

27. Yeah, that`s right quest is the core not the party
QUEST BEFORE.

28. 1.
Journalists get first assignment
when receiving a car

29. 2.
They`ll have to find a man with
an English bulldog in a pub and
guess a riddle from him

30. 3.
The riddle is a code from a
rubber duck they will find in one
of the city fountains

31. 4.
The duck reveals one part of
the map and gives address
where the second part can be
found

32. 5.
Getting there suggests driving
at a speed of 120 km/h

33. 6.
Doing that the car will be
stopped by a fake road
policeman who`ll handle them
another part of the map

34. 7.
And they finally reach the secret
party

35. HIGH FIVE.
5Parties at brand frater celebrities homes
Different quest scenarios
MINI JCW

36. MINI PEOPLE.
Denis Simachev
Pavel Artemyev
Vasya Oblomov
Daria Malygina
Noise MC

37. DOGGY STYLE.

38. PILLARS.
Go-kart feeling Brand heritage

39. POINT.
It`s NOT NORMAL to hold a Bulldog Fashion Week at the
same time with the MFW!

40. PARTIZANING.
?

41. WOOF.
Denis Simachev
Vika Gazinskaya
Bulldog

42. PLAN.
Famous designer creates MINI collection for bulldogs
We make an event at the same time (and “next door”) with Moscow Fashion Week
We are NOT NORMAL!

43. MINI PEOPLE

44. CASE.
Art project with the most important moments of MINI history introduced by
Sinkachu – famous British photographer

45. LIST.
Alec Issigonis
knighthood ceremony
in 1969
MINI winning Rally
Monte Carlo in 1965

46. PLAN.
Journalists receive tiny piece of paper and big lens
It`s an invitation to photo exhibition attended to the new JCW launch