• Harpreet Jowhal

Our brief was to demonstrate and provide consumers a greater understanding of the Mini range and develop an integrated, product-led campaign for the UK. As part of this, we were asked to consider collateral across social, advertising, partnerships, digital and CRM, as well as activating the new Brand Identity.

The Idea How do we change consumer behaviour and connect with them emotionally? By exploring the idea that there is a ’Mini For Every Passion’, our goals were to bring the customer experience to life. Through gamification and various tools, we played on the personality of the cars, we found ways to tie them back to user wants and needs.