The role of the BMW dealer has changed since the market launch of the new MINI: new, younger target groups are addressed. More than ever before, the point is not just to communicate the premium character of the vehicles, but also to endow the customer with a particular lifestyle. Over 2000 participants from all over the world are being prepared to this effect in a particuarly exciting approach in a brand academy: as part of theMISSION:MINI agent story, they tackle a variety of tasks relating to the brand on the streets of Lisbon – in the new MINI, of course. The mission was preceded by a brand training course in which all the content is communicated interactively in three-dimensions.
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