BMW Promo, Case study MINI ART NIGHTS

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MINI ART NIGHTS

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Industry Cars, Shows, Events & Festivals, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Brazil
Released May 2010

Credits & Description

Category: Media, Arts and Entertainment
Advertiser: BMW GROUP
Product/Service: EXHIBITION
Media placement: Published Articles In Newspapers And Specialized Media - O Estado De São Paulo - May, 13th 2010
Media placement: Published Articles In Newspapers And Specialized Media - Prop & Mark - May, 13th 2010
Media placement: Published Articles In Newspapers And Specialized Media - IstoÉ Gente - June 09th 2010
Media placement: Published Articles In Newspapers And Specialized Media - Brasil Econômico - June 09th 2010
Media placement: Published Articles In Newspapers And Specialized Media - Amaury Junior - August 19th 2010
Media placement: Published Articles In Newspapers And Specialized Media - Caras - August 19th 2010
Media placement: Published Articles In Newspapers And Specialized Media - JP Magazine - October 06th 2010
Media placement: Published Articles In Newspapers And Specialized Media - Glamurama - October 06th 2010
Media placement: Published Articles In Newspapers And Specialized Media - Buxixo - October 27th 2010
Media placement: Published Articles In Newspapers And Specialized Media - Clube Da Criação - October 27th 2010

Summary of the Campaign
Proposal:
A cultural happy hour, where artists open their ateliers and reveal their secrets, and, at the end of the exhibition, the following pieces were sold for the benefit of the nongovernmental organization Vida Jovem.
Also, each event marked the launch of a Mini model - especially customised by the host artists.

The Situation
A group of 10 people, formed by opinion-maker as decided to get together to paint, photograph and socialize in a festive atmosphere whilst promoting artistic content.
Each event marked the launch of a MINI model, specially customized by the host artist. The car could be driven around in SP for one month.

The Goal
A cultural happy hour, where artists open their ateliers and reveal their secrets, and, at the end of the exhibition, the pieces were sold for the benefit of the nongovernmental organization Vida Jovem.

The Strategy
A group of 10 people, formed by opinion-makers, get together to paint, photograph and socialize in a festive atmosphere whilst promoting artistic content.
Four meetings with successful and acclaimed artists. Every night, a unique experience accompanied by wine, finger food and fine music.
Each event marked the launch of a MINI model, specially customized by the host artist. The car could be driven around in SP for one month.
Final Exhibition was launched at Casa Glamurama. Trendy fridges customized by the artists were on sale.
An itinerary with the works of art signed by artists and designed at Mini Art Nights Event.

Execution
May, 13th 2010 – event
The recording of the video clip for the song “I don´t care” with the singer Naná Rizinni, supported by Blackberry. 20 guests, amongst them Marisol Ribeiro, Camila Schain, Beto Pandiani, Flavia Lippi, Califa e Reinaldo Lourenço.

June 09th 2010 – Serralheria Lounge
26 guests amongst them, Rico Mansur, Giuliana Romano, Lara Gerin, André Hidalgo, Tuca Reinés, Eduardo Srur e Renato Elkis.

August 19th 2010 – Gustavo Rosa Studio
72 guests, amongst them JR Duran, Brunete Fracarolli, Marcelo Faisal, Paulo Setúbal, Maria Cândida, Juca Chaves and Paulo Lourenço.

October 06th 2010 – Graziela Pinto Atelier; 15 guests including Ana Cury, Cecilia Echenique, Paulo Zoega and Sergio Morisson.

MINI Art Nights: Final Exposition
October 27th 2010 – Exposition at Casa Glamurama, 170 guests

- The campaign run according to the original plan.

Documented Results
Published Articles in newspapers and specialized media such as: O Estado de São Paulo (Sonia Racy), Prop & Mark, Glamurama, Wish Report and Drops Magazine, IstoÉ Gente, Papo de Homem, Glamurama, Revista JP, Brasil Econômico.

At the end of the exhibition, the pieces were sold, generating a total of 470,000 reais (four thousand seven hundred reais) for the benefit of the nongovernmental organization Vida Jovem.