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International MINI Conference 2021
Digital Conference Go to project

Urbanaut Quadrat

„Do MINI things with BIG LOVE“ - our motto for this year's International MINI Conference. We were able to show our personal BIG LOVE for MINI by successfully implementing the IMC.

The IMC is the most important MINI internal management meeting to regularly inform the MINI markets worldwide about current and future topics.

In the BMW Training Academy, we set up a complete streaming studio with different stages for various presentation formats, relaxed Q&A sessions and, among other things, integrated the "MINI Vision Urbanaut" vision vehicle into the stage set.
With a total of 4 live shows, we ensured that all MINI Friends, whether in the Eastern or Western timezone, could participate live and interactively.

The virtual IMC needed a digital home - innovative and interactive! Modern design and an intuitive user interface had people wanting more. The participants took advantage of numerous interaction opportunities to exchange ideas and direct questions and requests to MINI. In the "MINI Moments Gallery", participants were able to post their individual MINI experiences, comment on each other's comments, like each other and thus design the platform themselves. In close cooperation with Gahrens+Battermann we have set a new standard with this platform.

Our area of responsibility as lead agency was to develop the overall concept, conduct the planning and carry out the implementation, taking into account all aspects of content, didactics, design and logistics. A big thank you to MINI and all partners - it was great fun once again!