Big Days Out at Longleat for MINI Countryman - Freedom Award, Outstanding Collaboration Winner - Wasserman - The Independent Agency Awards 2022

Campaign Summary:

In 2020, MINI released a new Countryman, providing an opportunity to bring the car to the forefront of their marketing in an effort to overcome the ‘size’ challenge and continue building the brand to epitomise adventure and optimism.

To support the launch of the national ‘Journey Big’ campaign and retailer test drives, MINI needed an experiential activation to get families back behind the wheel and convince them the new MINI Countryman is suitable for them.

Longleat was identified as the perfect ‘adventure’ partner to help challenge the size perception, showcase capability and give families the ultimate experience behind the wheel.

Big Days Out at Longleat with the new MINI Countryman was created and families were invited to adventure Big in the new MINI Countryman in the biggest, boldest and most adventure-ready safari driving experience they would never forget!

The event ran for 11-days, with a fleet of 16 x MINI Countryman Plug-In Hybrid’s (PHEV). PHEV’s were chosen to help reduce vehicle immersions onsite which is a big focus of the partnership, reducing noise when driving close to animals and gave MINI the opportunity to talk to consumers about the benefits of ownership.

The 2-hour long test drive experience was for ticketed guests only but we also built a separate ‘Big Days Out Area’ complete with MINI Countryman displays, roof tent photo opportunities, MINI Adventure Trial competition and a MINI Lifestyle Shop for the 6,000 general admission daily visitors.