MINI turns 50! In China, MINI wanted to use this opportunity to educate customers about what MINI is: a serious male racing machine. Taking education literally, we created the MINI Academy for Fast Learners. An institute that would turn MINI enthusiats into true MINI experts.
The academy was launched in three phases. An off-speaker lead users through the content. The teaser phase introduced them to the idea of this ‘other kind of institue’, with a nasty off-voice and some multiple-choice questions. During the main phase, eight classes with interactive games and questionnaires kept users busy way longer than the usual average surf time, thus creating an intensive brand experience.
Eventually, the final exam phase would be directed towards all students who passed the academy classes and who learned a lot about MINI’s history, presenting itself to them with 10 tough random questions. Two users would win a MINI Camden or MINI Mayfair, both 50th anniversary special edition cars.
The academy was the largest MINI China initiative to date and proved to be very successful.
» Link to the website
Job: MINI Academy for Fast Learners
Client: MINI China
Year: 2009
Agency: Interone China
Role: Creative Lead, UX & Voice Concept, Animator
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