Solve London 2012’s need to quickly ferry javelins, discuses, hammers and shots from the field back to the throwing area, saving valuable time during competition, without infringing the ‘no logo’ Olympics regulations regarding brand advertising inside the Olympic Stadium field of play.
Three specially designed radio-controlled electric Mini MINIs operated by trained London 2012 Games Makers. The cars were roughly a quarter of the size of a full-sized MINI and carried the athletic equipment via an adapted sunroof. The Mini MINIs featured the same Games livery as the full-size official London 2012 MINI fleet vehicles, but although they featured no logos, they were instantly recognisable as MINIs.
The Mini MINIs operated flawlessly throughout the Olympic and Paralympic Games, became a huge hit with fans around the world, and became one of the biggest global marketing stories of London 2012. The Guardian wrote: ‘Marketing experts are agog at the way BMW's ad people have managed to get such a recognisable product – albeit a scaled-down one – inside the Olympic Stadium, supposedly a product placement-free zone.’
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