Spreading MINI Big Love
BIG LOVE is the optimistic MINI attitude to life. It drives the brand forward and guides everything they do—two little words with the power to inspire a world of positive action. It is seeing the beauty in individuality, and the brilliant potential in new perspectives and creative ways of thinking. It’s why MINI has always been a bit different and welcoming to all who are a bit different too.
Background
Over the years, customers have expressed their sense of belonging to the MINI brand community through their passionate attendance at events, personalization of their MINI, and willingness to share their love for the brand. As part of fostering a sense of belonging, MINI wanted to invite owners to come together for three separate evenings in Vancouver, Montreal, and Toronto to connect and highlight why BIG LOVE matters.
Challenge
While the primary objective was to bring their customers together for an evening of community and expressions of BIG LOVE, underlying the programming was the goal of cultivating meaningful insights designed to guide future programming. The challenge was rooted in acquiring insights in an authentic manner that did not feel conventional or like a focus group.
Challenge
While the primary objective was to bring their customers together for an evening of community and expressions of BIG LOVE, underlying the programming was the goal of cultivating meaningful insights designed to guide future programming. The challenge was rooted in acquiring insights in an authentic manner that did not feel conventional or like a focus group.
Solution
Each evening was designed to be engaging, 100% sales-free and filled with expressions of BIG LOVE.
With 100 attendees registered per market, guests arrived at the host venue to complimentary valet or parking for their MINI, followed by check-in hosted by MINI Ambassadors. Guests enjoyed MINI-themed cocktails and an array of local farm-to-table canapés and food stations, including interactive make-your-own doughnut, smores, and churro dessert stations—expressions of fun that were perfectly on brand.
To tackle the challenge of collecting valuable insights, on-site artists interacted with guests, transforming their brand insights into vibrant visual and textual representations showcased in a large art piece. The result was three impactful mind maps with unique regional insights designed to provide guideposts for MINI Canada to use when shaping future brand initiatives.
Results
Across Canada, 300 MINI enthusiasts came together to revel in the brand they hold dear. From the personalized mind maps adorning each regional office, reflecting the unique essence of MINI in every locale, to the bespoke haiku poems bestowed upon each guest as a heartfelt thank-you, the event was a kaleidoscope of MINI magic. With guests arriving an hour before the event to others extending their stay and crafting their own staycation, the MINI community demonstrated their brand enthusiasm nationwide, resulting in a trio of very successful events and the shaping of a platform that will be scaled in the years ahead.
