Formula E


The Ask

How do we introduce the Mini Cooper E in a way that informs and immerses the senses?

Racing the future of electrified automobility, we brought together members of the press to feel the undeniable power of the new Mini Cooper E. In four days, we elevated a test drive into a fully-charged, celebratory race honoring the next chapter of MINI. From their own MINI Formula E race, intimate roundtables with execs, and energizing musical performances, our guests could experience innovation right at their fingertips.

The need for speed

With insight into the BMW MINI, Motorsport, and BMW Group electrification strategy, our international guests could learn from top executives, collaborate in technology briefings, and connect with Formula E drivers.