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MINI

MINI launched MINI Society, an innovative relational program designed to enhance customer loyalty and satisfaction. Recognizing that MINI customers value uniqueness and belonging to a passionate community, MINI created an exclusive club offering unique experiences, personalized services, and a comprehensive service platform that enriches the driving experience.

Case study.

Creative approach.

MINI Society is designed as a premium program that transforms every interaction into an opportunity for personal enrichment and community connection. The program uses customer data to tailor offers in a bespoke manner, celebrating innovation and service.

Additionally, the creative approach incorporates the brand's inherent impertinence, reflecting MINI's bold and creative British spirit. Each piece of content is crafted following an editorial charter that values exploration, savoir-vivre, well-being, pleasure, and sharing.

Development and production.

MINI Society offers a comprehensive platform where members can access essential services such as booking appointments with dealers, tracking the status of their vehicle, and receiving personalized discount offers.

The platform also features monthly updated editorial content, including tips, recommendations for restaurants, discovery routes, and portrait of inspiring people (artists, athletes, pilots...) By intelligently utilizing data, each member receives tailored content that matches their interests, either via email or on a dedicated interface on the MINISOCIETY.COM website.

Experiences.

MINI Society also offers unique experiences inspired by the members' interests.

For its first edition, MINI organized a photography-themed road trip, where fifteen members could test the latest MINI models and explore their passion with a Nikon Academy instructor.

 

Factory tours, exclusive event invitations, and special discounts are among the privileges offered to members.

To maximize the visibility of these experiences, MINI engaged influencers and filming teams to document the events live.

 

This content strategy allowed the campaign to shine on social media and enrich MINI's digital platform, engaging the community with visually appealing content and inspiring stories.

Results.

The MINI Society program strengthened customer loyalty by offering an exclusive and personalized brand experience. It generated valuable content that increased online engagement and improved the brand's perception.

Media coverage and social media interactions reflected a positive and dynamic image of MINI, drawing attention to the program and the car models.

This project illustrates how MINI successfully integrated relational and experiential marketing to meaningfully connect with its clientele and enhance their overall experience.

Crédits.

Copywriter Alberic Luciani  I  Art Director Mehdi Lakhdar  Editor-in-chief Stéphane Quester
Creative Director Donat-Nicolas Casanova  I  For Wunderman Thomson.

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