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La tournée Récré MINI

Wednesday 1 October 2003, by Michael Dupouy

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LA RECRE MINI TOUR

October / November 2003

Lille / H2O Club
Lyon / Le Fish
Bordeaux / Le Shadow Lounge

SITUATION

Thanks to the success of La Récré MINI, in L’Olympia/ Paris on February 2003,
La MJC decided to popularize this event concept to other cities in France : Lille, Lyon and Bordeaux. La Récré MINI Tour, was the logical following of the marketing plan of MINI.

In each city, La MJC was in charge of reproduce the Paris Récré MINI event in terms of concept and artistic content.
Nevertheless, the music line-ups were adapted to each selected club. Once again, MINI associated its image to the most famous artists of the electro music.

CONCEPT

La Récré MINI is a playful and entertaining event concept developed by La MJC in exclusivity for MINI.

Therefore, La Récré MINI brings into play the different leaders of the main urban cultures’ fields such as Dj’s, graphic designers, creative directors, fashion photographers, stylists, urban artists, designers, directors.

In addition, La Récré MINI includes the creation, the production and the projection on video screens of an artistic magazine fully dedicated to MINI.

Celebrated in Paris, the event toured in France for the first time, with the same artistic direction, with new exclusive screen projections, and as usual the best of the Dj’s.

During the tour, the MINI franchise holders were part of the events.

The purpose was to establish customer loyalty, by giving the opportunity to MINI franchise holders to invite their best customers to the events.

The 3 events were:

- LILLE :
On Saturday October 4th 2003 at H2O.
THE mythical club in the North of France, well known for its high level electro sets, and usually attended by the fans of the electro music in the area was packed that night.
The party took place from 10 :00 pm to dawn, thanks to an energic and eclectic line-up, that allowed to set the 2 dancefloors on fire.

The Dj’s selected by La MJC for H2O were :
MASTER H ( Soma)
LLORCA (F-Com)
E-TRONEEKFUNK – LIVE- ( Dialect)

- LYON :
On Saturday October 18th 2003 at FISH. One of the few club in the city to propose Electro DJ sets. The party took place from 10 :00 pm to dawn, with a free entrance for people who arrived between 10 :00 and 11 :00pm.
The atmosphere was hot, the dancefloor on fire thanks to the Dj’s who were venerated by a delirious crowd.

The Dj’s selected by La MJC for Fish were :
DAX RIDERS ( subscience)
DJ FALCON and PEDRO WINTER – LIVE- ( Roulé / Headbangers)

- BORDEAUX :
On Saturday November 8th 2003 at Shadow Lounge, a very high standing club where the chic and trendy locals meet in 2 different atmospheres.

The club opened its doors at midnight and became quickly packed as the sets of the two Parisian Dj’s were very attended.

The Dj’s selected by La MJC for Shadow Lounge were :
JERÔME PACMAN (Families)
FAFA MONTECO (Hypnotic/Radio FG)

Delighted by the warm welcome and the hot atmosphere, the 2 artists decided to play extra time and to come back to the decks and perform a few hours after the Shadow closing at the most famous Bordeaux after party.

GOALS

- Increase the standing of MINI image in the opinion of a public constituted by trend setters and well informed people.

- Introduce the MINI cars thanks to actual vehicles and original and conceptual artistic interpretations.

-Durably set up « La Récré MINI » as THE party for urban cultures fans.

-Allow the MINI franchise holders to take advantage of the event in order to establish customer loyalty.

EXTRA PARTNERS

-Technikart for national press

-Club and Concerts Bordeaux for local press

-NRJ Bordeaux for radio


RESULTS

-In Lille ,more than 1500 people attended. This club usually not crowded on Saturday nights (one dancefloor was enough) had to open a second dancefloor in order to host all the attendees.
Clubbers were still arriving at 6 :00 am and the atmosphere was very hot.

-In Bordeaux, almost 1200 people attended the event, the entrance was free but the door was very selected.
The performances of the 2 Djs were very appreciated, and were greeted the next day by the local radio station NRJ Bordeaux.

-In total, more than 3500 people came to the 3 events, including 100 guests of MINI and La MJC.
It was a huge success in regards to the selected target.

-The facades of H20, FISH and Shadow Lounge were taken the name of the event and the name of MINI up.

- A huge success and an unprecedented promotion in the streets of Lille, Lyon and Bordeaux : 20000 Flyers 10000 posters and 10000 stickers

- The MINI franchise holders were satisfied of the events and had positive consequences from the customer loyalty operation.

PRESS COVERAGE

Technikart.

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