MINI for Business
Establishing MINI for Business
While MINI is a global icon for fun and agility, it is often overlooked in the B2B sector. Our challenge was to reposition MINI as a choice for business fleets without losing the playful DNA that defines the brand.
MINI models offer a unique balance, serving as the perfect transitional tool between work and personal life. To capture this, we developed two creative territories:
'Your Business, Your Way' for the bold disruptors who think outside the box.
'Coffee Hour' for a calmer, more personal approach to prospect outreach.
Point of Sale
To bring the "think outside the box" concept to life, we utilised a maltese cross fold for the brochure. This allowed the physical piece to literally expand and open up as the user engaged with it. We paired this tactile experience with model-specific headlines, like the Aceman’s "breaks the rules, sets the pace," to emphasise how each car defies standard corporate expectations.
Inspiration Hub
The MINI Business Hub provided retailers with a streamlined way to access MINI for Business assets and activation ideas. It functioned as both a resource library and a creative guide, ensuring retailers had the professional tools to engage customers and the inspiration to create their own brand-aligned content.
Digital assets
We provided retailers with a comprehensive suite of print and digital assets, including press ads, email signatures, LinkedIn posts, carousels, and social stories.
For the carousels and stories, we led with questions to create intrigue and encourage click-throughs. These questions were designed to embody the signature MINI personality. For the ‘Coffee Hour’ route, we personified each MINI model as a specific coffee order; this led to engaging social features, such as a ‘What’s your coffee order?’ Instagram quiz. This encouraged users to discover the model that best aligned with their lifestyle