A MINI obsession
“MINI Obsession” was the key theme this year at the 2011 BMW MINI conference.
The Park Inn Sandton hosted 90 BMW MINI delegates for two full days of the MINIac
experience.
Our aim, to reignite the love and passion for the MINI brand.
A renown graffiti artist interpreted the “MINI Obsession” onto a large canvas while the
infamous Richard Mulholland pushed forward the message of how core brand passion,
limitless “obsession” and going the extra mile can, not only influence our world view but
change our lives and the decisions we make.
All fired up the MINIacs were then placed into teams for the body painting tattoo workshop.
This was the perfect opportunity for the teams to creatively interpret, design and display the “love” and “passion” they felt whilst immersed in the MINI world.
The results, to say the least were amazing, colorful and insightful.
No rest for the “Obsessed”
As the sun set on day one, cocktails were chilled and served while “ignited” delegates
boarded the bus for an undisclosed destination.
At last revealed, Madame Zingara welcomed the MINIacs to sit back or get up and dance
while enjoying the amazing displays of their LOVE MAGIC tour.
Still reeling from the splendor of the night before, delegates slowly made their way down to
embrace day 2.
“Thunk Lab” was on hand to push the teams and facilitate them towards understanding how the “obsession” “love” and “passion” can become a reality in dealerships and service
centers around the country. It was a slow start but it all revved back up after the inclusion
of marshmallows, jelly tots and the odd headache tablet.
Tired, obsessed and inspired the MINIacs rolled up their colorful graffiti banner, pocketed
some heartfelt memories and set off their separate ways to spread the MINI love.
