Henkel - Schwarzkopf
MINI MORE: Energizing the ultimate community ride
You don’t buy a MINI to blend in, you buy one to stand out. That unique feeling now has a name: MINI MORE. For the launch of the newest generation of cars, we swapped traditional loyalty points for a community- and experience-driven loyalty program. From track adrenaline to drive-in cinemas and exclusive weekend escapes: MINI MORE immerses members in the brand's pure, edgy lifestyle.
11,4%
activation rate
4,5/5
satisfaction score
"A MINI has never been about fitting in. It’s about embracing individuality. MINI MORE had to reflect exactly that spirit. Instead of rewarding purchases, we wanted to reward belonging. We built a program that immerses members in the brand's lifestyle, and the results speak for themselves."
Vincent Claes
| Client Director Brand Experience
MINI Drive-In Cinema
Turning a Sunday afternoon into an epic indoor cinema experience.
We transformed Antwerp’s Waagnatie into a massive indoor drive-in cinema for 50 MINIs on a cozy Sunday afternoon. Members watched the 1960s classic The Italian Job straight from their cars. With popcorn, racing cars across the screen and roaring engines through the speakers, it was the perfect mix of heritage and pure brand experience.
