MINI PICK-UP hit the streets from October 13 to 18, offering a first-hand taste of sporty MINI flair, complete with a very own MINI driver and host.

“Interaction speaks louder than words”. The Australian introduces Johannes Weissenbaeck, Managing Director of Play, who explains the complexity of experiential marketing and consumers’ expectations in the future. “We are entering the era of action as opposed to the era of words”.