EuroMiniStorage

Operations

The company rents self-service individually lockable space and has a strong focus on security and convenience: it offers individually alarmed units, 24-hour on site security, video surveillance, magnetic card access control, perimeter fencing and automatically closing entrance doors. The unit sizes vary from 1 sqm to 27 sqm of which there are direct access units and heated internal units. Euro Mini Storage also provides accessories for storage such as boxes, packaging material, foil and padlocks. Moving assistance and insurance are offered to customers through third party service providers on site.

Marketing

EuroMiniStorage markets itself as the company that helps people free their homes of things they don't need for the moment and “reclaim their living space”. Being a novelty both in Romania and Hungary it created a wave of interest from national business media that covered the news as a “modern business idea”.

The company had to educate the market about the advantages of their system in an unusual way. This varied from creating a print campaign and a series of funny viral internet clips, to creating several unconventional media executions like parking disassembled bicycles in public bathrooms. This action, together with the prints and the viral clips, depict what happens when hobbies hinder people and their free space emphasizing the message “hobbies should occupy your time, not your space”. The company promotes itself even through a spoof

(parody) of a famous Heineken ad.