Winner – B2C Experience of the Year 2019

We created a brand universe that stole the show at Goodwood


MINI Goodwood Festival of Speed


To create a memorable campaign that paid homage to 60 years of MINI whilst also placing emphasis on their electric future.


We knew that stories – not stands – would be key to winning at the event, and wanted to use the opportunity to reimagine what it meant to activate at the festival.

This concept of Electric Avenue was born – a celebration of 60 years of MINI brought to life through a film-set type environment that enabled us to tell the stories behind the brand in an immersive environment for MINI fans new and old.​

The devil was in the detail. A real cobbled street, a working barbers and stylists, a fashion store selling MINI merchandise, a sweet shop, a garage – everything came together to create an unforgettable, authentic experience for all who attended.

​With an average dwell time of 29 minutes and 35 pre-orders for the new MINI electric, the experience really caught the eye at Goodwood and was seen as a huge success, going on to win the coveted B2C Brand Experience of the Year Awards at The Drum Experience Awards.

In my experience, the best agency relationships are ones that form a partnership, rather than just a result of a heavily negotiated procurement process.
TRO are considered as an extension of the MINI Events team… the care, attention to detail and just knowing “what is MINI” comes through every stage of concept, design, production and activation.
The team at TRO make my job easy; they know our brand and they know how to run an exemplary event.

Helen Boakes

MINI UK Events and Brand Partnerships Manager