MINI Drive Out Loud Festival promotion launches at Dubai Mall

Visitors to the Dubai Mall this month will see a MINI lying at the bottom of the vast aquarium. However, they will find out that the car has not ended up there due to a spectacular wrong turn in the mall’s car park, but is instead sharing space with the sharks, rays and other marine life to promote the upcoming MINI Drive Out Loud Festival.

AGMC, the exclusive importer of MINI vehicles in Dubai, Sharjah and the Northern Emirates, conceptualised this remarkable marketing stunt involving a fibreglass MINI with no vehicle components, as part of their preparations to promote the upcoming MINI Drive Out Loud Festival. Taking place in the UAE from October 27-28, 2011, the event will feature MINI owners from across the entire region and the general public getting together to celebrate their love of the iconic brand.

MINI is giving everyone who spots the car in the aquarium the chance to win various prizes. At the mall itself, there will be the opportunity to enter a raffle where the mall’s visitor can win tickets to the festival as well as a MINI test drive for the weekend and some cool MINI merchandise.

In addition, there will be a Facebook competition to win two go-karting sessions. All you have to do to enter the latter is take a photo of the MINI in the aquarium and upload it to the MINI@AGMC Facebook page, along with a witty caption. In both cases, the winner will be announced on September 24.

Natajlia Norikova, Marketing Manager at AGMC, said, “MINI is fun and exciting so we always seek to promote the brand in an unconventional and cheeky way. This opportunity seemed a great way for us to generate awareness of the MINI festival in a unique way that hadn’t been done before. We worked closely with the Dubai Mall to ensure that the careful planning of this unique initiative would have no adverse effects to the surrounding marine life.”

Notes and media contacts
About BMW Group:

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For more information, please contact:

Leanne Blanckenberg
Corporate Communications Manager
BMW Group Middle East
Tel: +971 4 3132615

Abdallah Touqan
Senior Account Manager
DABO & CO
Tel: +971 56 1023140