MINI – The Electrifying Test Drive was a live brand activation held in Milan on 25–26 September 2019, created to launch the new MINI Cooper SE by turning Piazza XXV Aprile into a 210-metre, life-size electric toy-car track.
As responsible for MINI Italy’s Brand Communication, I worked on the project from the brand side alongside M&C Saatchi, contributing to its concept, communication and activation.
The project generated over 180 test drives, 1.5M impressions and 100K social interactions, and received multiple recognitions at the ADCI Awards 2019.