Even though MINI is not the classical car of desire in the Chinese market, its popularity is on the rise. But China is a market that’s rather new to the cult and has not yet jumped onto the international customization band wagon. To bring customization on track, MINI China launched a new COOPER model – the MINI Cheer. It has a reduced standard configuration and thus is the most affordable canvas for personality in the range.
Together with MINI we developed another three-phased digital initiative, launching the first in December 2009. This initial small module introduces the idea and mindset of customization into a country which is still strongly influenced by the civil revolution. But the society is starting to advance into a direction where uniqueness is an acceptable attribute. Playing with the ‘revolutionizer’ idea, we developed a small web-special which turns stereotypes into provocative expressions in its short but loud intro. Following up are 12 customized MINI models, ranging from the Cheer all the way to the John Cooper Works models and illustrating a broad choice of designs. Each model equipped with a teasing name, interior and accessory shots. The cars are placed on an underground parking lot elevator and are lifted into sight upon click onto the dangling remote.
This paves the ground for the two remaining phases to come.
ยป Link to the website
Job: MINI Cheer / Accessorize
Client: MINI China
Year: 2009
Agency: Interone China
Role: Creative Lead, UX, Concept, Animator
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