MINI CRM Campaign

CRM program for new Mini owners which included a welcome pack - a passport to an exclusive website and Mini personlised photo album.

We wanted to make Mini owners feel special, be part of an exclusive club and fulfil their very own 'Mini Adventure'. We came up with the passport idea which gave Mini owners this exclusivity. The passport gave them access to a website that only they could enter using their unique passport number. Here they could get all the latest Mini news and updates, events, shows and offers exclusive to Mini passport holders. When attending events and shows they would get their passport stamped, enter competition and get freebies. Within the website we created 5 Mini adventure running the length of the country. These were set routes of about 100 miles which the Mini owners could drive, taking in the sites and visiting unusual and interesting landmarks on the way - again getting their passports stamped to prove they had taken on the adventure. This was my favourite part of the whole job as I got to art direct the photoshoot. Myself and a photographer taking a Mini and driving all five adventures starting off from St Andrews, Scotland and finishing off at Lands Ends, all in 6 days!

As well as the passport we also sent the Mini owners a photo album so they could record their own Mini adventures. Initially the album was filled with quirky images of what we had done and some suggestion of what they could do as a Mini Adventure. There was a competition with the best photo uploaded to the website every month winning a prize. This became a bit of a cult following, with hundreds of Mini owners uploading photos of weird and wonderful adventures to the Mini Adventure photo gallery - As you can image there were some we just couldn't show!