The Oval Office and MINI Belux launch 'The Summer of MINI'

Knokke-Heist, July 29th, 2024 – The Oval Office, in collaboration with MINI Belux, brings to life a unique summer experience with 'The Summer of MINI', an impressive concept that can be enjoyed from July 20th to August 18th, 2024, in Knokke-Heist. The new MINI family, summer mocktails and cocktails, and a magical weekend getaway. These are the three ingredients of ‘The Summer of MINI’. Atmosphere forecast: 100% chance of summervibes!

Showroom and summer bar

The Oval Office and MINI are bringing 'The Summer of MINI' to Lippenslaan 219 in Knokke-Heist for 4 weeks. Thanks to a phenomenal makeover, the empty building (bare shell) has been transformed into a true pop-up MINI experience! Imagine: cheerfully striped walls, oversized pool floats, and summer beach umbrellas hanging from the ceiling (!) Here, visitors can sit in one of the cars from The New MINI Family: The New MINI Aceman, The New MINI Cooper, and The New MINI Countryman. They can also explore the latest MINI lifestyle collection and enjoy drinks at the bar with a live DJ set in the background.

Hop on, hop off

Not only on Lippenslaan, but also elsewhere in Knokke-Heist, The New MINI Family, with the MINI Countryman as the protagonist, is driving around for extra experience and visibility. The MINI Countryman shuttles take interested individuals from Lippenslaan to Lakeside Paradise, further to the Scharpoord Cultural Center, and back again.

#TheSummerofMINI

The Oval Office also plays a crucial role in the online activation of 'The Summer of MINI' by setting up a strong digital campaign on top of the promising live experience in Knokke-Heist itself. Through programmatic buying, social media advertising, and digital out-of-home in the seaside town, as much online reach and traffic to ‘The Summer of MINI’ as possible is generated. This is aided by a cheerful and summery event logo and video.

The press opening, with Mayor Jan Morbee as the guest of honor, was also smoothly managed by The Oval Office last Friday. During the opening, the press received a presentation about The New MINI Family and a sneak preview of the transformed building.

““The Summer of MINI is a project in which we have truly bundled all our in-house agency talents. Many areas of expertise were showcased, such as: concept design, event communication, branding, interior design & styling, brand activation, content creation, and digital campaigning. We get very excited about this type of project! And that enthusiasm… results in a fantastic brand experience and campaign. Thank you, MINI, for making our summer amazing already!” - Client Director, Annick Nees

The mission of ‘The Summer of MINI’? To introduce as many people as possible to The New MINI Family and to give prospects the chance to reserve a test drive with a local MINI dealer, hopefully resulting in a purchase. Interested parties who request and book a test drive before September 1st, 2024, also stand a chance to win a luxury weekend with a MINI.

'The Summer of MINI' is accessible to everyone. Come by and discover the magic of summer with The Oval Office and MINI.

END PRESS RELEASE

Press contact: sofie@theovaloffice.be