
Agency	AXIS LTD
Creative head	Alsu Khairutdinova, Account Director
Author of idea	Zoe Syunyakova, Creative Director
Product	MINI Paceman
Description	Project: The event MINI Paceman Launch in Russia Venue: Moscow, Flacon Design-Factory Date: 28 March, 2013 Brief: Agency task: * Propose bright and unusual launch event concept for MINI Paceman. The party must become the desired event and deliver the positioning of new MIMI Paceman to the opinion leaders and potential users: city car for the successful creative men. * Create an event that would be highly discussed among people, media, blogs and social networks. * Stimulate registration to the test drive. Solution: The agency proposed the format that is unusual for this kind of events – bachelors’ home party at Flacon Loft that turned into trendy bachelor’s studio flat. Zones: * Entrance with grumpy “babushkas” as concierges who welcomed and registered the guests * Kitchen with long cooking desk and tasty burgers. * Library where the bookshelves with books from Nekrasov’s Library formed MINI logo * Sleeping room with king-size bed and half naked girl projected on it. * Game zone with table games: football, hockey and ping pong. * Cloakroom full of trendy brand clothes where Chop Chop and FauxPas people worked. * Karaoke bathroom. * Guest room with MINI-shaped sofa. The artists entered through the front door and joined the guests: * DJ Denis Rusakov * Cool chef of “Sisters Grimm” * Go-go girls in pin up style * Chop Chop studio stylists. * FauxPas tattoo masters. * Beatboxer Vakhtang. * MINI Paceman. * Headliner: The Pigeon Detectives. * DJ Mark Schedrin. The party host, MINI Paceman, drove in accompanied by Vakhtang’s beatboxing and mixed in with their claxons. After this cool presentation the guests enjoyed The Pigeon Detectives nominated as «Best New Act» by Q Awards. What’s new about the event: * Original event idea: bachelor home party * Interior design of a trendy bachelor flat at Flacon Loft with cozy and comfortable home atmosphere * Non-trivial “home” concept of entertainment program: all artists including the headliner appeared just like ordinary guests, from the front door * Unusual and impressive presentation of the new MINI Paceman: the car drove in from the garage and performed duet with beatboxer Vakhtang. * Brutal entertainment program designed for men featured Chop Chop barbershop and FauxPas tattoo salon. Why did it work: * “Hit the aim” idea and format of the event. It evoked curiosity, and people really wanted to come, none invitation was rejected. * Each and every detail – concept, program, entertainment, guests, post-PR – worked for one single goal which was to present new MINI Paceman as a car for independent and creative men. * True entourage of a bachelor’s flat together with unusual presentation of brutal entertainment and perfect direction created energetic and smooth flow of the action. * Non-ordinary invitation – the key to the MINI Flat – was a perfect teaser that stated the format. We even had to order extra issue of the keys – the demand was enormous. * Professional audience management: through selection of guests, balanced proportion of celebs and opinion leaders, no passers-by. Result: * Planned 500 guests turned into 1500 * 300 guests registered for the test drive at the event, and 200 – after. * 35 journalists from 25 top media: “Dozhd”, RBC-TV, Hello!, In Style Magazine, GQ, Playboy, ELLE – to name but a few. * The guests: Konstantin Kryukov, Daniil Strakhov, Egor Druzhinin, Yaroslav Maly, Antonina Shapovalova and many others.
Team members	Suldina Anastasia (Account manager), Artem Zhivotchenko (Creative director), Shevskaya Polina (Account manager), Komarova Anna (Account manager), Khodykina Maria (Pr-manager), Nikolaeva Olga (Pr-manager), Gabulova Eva (Creative Producer), Kudina Inna (interior decorator), Kartashov Alexandr (designer), Pakhomov Konstantin (coordinating producer), Maltsev Anton (light master), Goldin Sergey (light&sound ), Pronichev Vasily (decorator), Mironov Evgeny (decorator).

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