New Delhi, India (PressExposure) July 18, 2013 -- The high-profile, high energy launch of MINI COUNTRYMAN in New Delhi, India is, in itself, a case-study on intelligent branding effort.
In a sense, the launch of the COUNTRYMAN in India was rather unique as this was the first time in its long history that MINI was producing a car outside of Europe. Also, in many ways, MINI is a unique brand in itself - edgy, funky, trendy and high on pride of possession.
Mirroring these values of the brand was the NOT NORMAL launch of THE COUNTRYMAN in India. The venue - the 6th and 7th levels of a multi-level car park in New Delhi's busiest commercial hub - Nehru Place. While 34000 square feet of the 7th level was transformed into a trendy nightclub, the vicinity and all the parking levels lent themselves to a great, humongous branding story!
Right from the entry point to the top level, MINI brandings bathed the venue. The MINI COUNTRYMAN branding story unfolded before the guests even as they approached the car park, where three 30-feet tall scrolls greeted them with the teaser message - ENTER NOT NORMAL ZONE. As the cars approached the boom barriers just inside the building on level 0, another set of teaser brandings stared at them - EXCITEMENT AHEAD. MAKE YOUR GETAWAY. CAUTION. ENTERING NOT NORMAL ZONE.
Guests were now beginning to get curious...
And as they took the first turn up the ramp to level 1, a direction signage goaded the guests - START YOUR ENGINES.
Curiosity getting heightened...
Direction signage at level 2 - HIT FULL THROTTLE.
Curiosity turning into expectancy...
Level 3. CORNER SOME FUN. VROOM.
Guests reach level 4. RACE THE FINAL LAP. DUST TO DAWN.
Hearts throbbing. It's now getting unbearably exciting...
Level 5. Guests reach the final level where their cars are valet-parked. YOU HAVE REACHED NOT NORMAL. ADVENTURE STARTS HERE. CATCH THE WILD.
Guests enter the elevators. ENTER NOT NORMAL SPACE.
Guests exit the elevator on level 7, the NOT NORMAL venue. A lobby branding awaits them. ENTER AT YOUR OWN RISK.
Guests hit the pre-event area. Registration Desk greets the guests. WELCOME MINIACS.
And the Intelligent Branding Story continued all over the venue - inside and outside. At level 6 - the Stunt-driving area. And the gigantic 3D mapping sequence on the EROS Corporate Tower building - MINI COUNTRYMAN. NOW IN INDIA. Making it 'The Branding Initiative Of The Year'!!!
The other important point to note here is the fact that all the brandings at the different parking levels were self-explanatory in terms of providing navigator directions to the guests and the areas did not need manning.