As part of wide-scale cross-promotion for the market debut of the MINI, PUMA designed a shoe that was also to be presented at the IAA. Our challenge in developing the promotional campaign lay in the extensive marketing restrictions in place during the IAA, in particular the ban on public advertisements. The solution was the implementation of a guerilla marketing campaign with a pop-up store at the centre of the communication measures. What set it apart was the suggestion that the presentation area would be a peep-show. This humorous provocation generated lots of media attention.
