
MINI, one of the world’s most well-loved car brands, was looking to reach German ABC1s in order to exhibit its newest car models. The audience target was both male and female, aged 30 to 50 and living in big German cities.
The audience demographic for Affordable Art Fair Hamburg was the perfect fit for MINI: predominantly made up of ABC1s, 52% female to 48% male, aged 25 – 70 (with the majority aged 30 – 50) and living in Hamburg city or nearby suburbs.
MINI Collectors Club
Created in 2012, Affordable Art Fair Hamburg has become a not-to-be-missed event for the local population with a strong interest in cultural events. Audiences visiting the fair are receptive, and open to inspiration – a more than appropriate moment for MINI to reach them.
Starting in 2016, the MINI Collectors Club partnership continues today. MINI chauffeured cars are parked at the entrance to each Hamburg fair, welcoming the 19,000 visitors; each art buyer then receives an invitation to subscribe to the club, and be chauffeured back home with their purchases in a brand new MINI.
Members of the MINI Collectors Club receive various opportunities throughout the year, including twice yearly invites to a private event at an art institution within a two hour drive of Hamburg.
In previous years, members have had the opportunity to test drive new MINI models and enjoy private tours of the Sprengel Museum, The Nolde Museum, Herbert Gerisch Stiftung and the Nordart. The quality of these experiences exceeded MINI’s expectations, with moments created that felt to be exactly what their audiences were looking for.