Digital Campaigns & engagement, platform strategy & design

Role: Executive Creative Director APAC

Duration: 5 years

Accolades

2013 ADQuan Marketing Top10
2013 ROI China Gold

For 5 years we built a brand against the norm - fun & fast and with a liberating attitude of not taking the world so seriously.

In the fast-growing Asian hemisphere the brand achieved the same share of markets and hearts it had in its established European and American territories.

Below a selection of projects during my tenure as digital creative lead.

The MINI model range kept growing and extending with chassis and engine ranges. One of the key considerations was to explain these to the still relatively new Chinese audience.

We designed a website with a very simplistic and strong focus on the cars and their differences, keeping the social and viral campaigns on other platforms and cross-linking with the MINI site.

To launch it’s first ever Roadster and Coupe, we said It’s the end of the world as we know it. For one, both cars were something MINI had never done before and then the Mayas had determined that the planet would come to an end. What a timing.

So, if we can’t stop disaster from happening, let’s have some fun with it - showing all the different ways the world could come to an end and giving MINI fans survival guides of a different kind.

Peter Collinson’s 1969 movie with Michael Caine and the 2003 remake with Mark Wahlberg anchor on the driving performance of 3 MINI Coopers. The films have made the cars world famous due to it’s adrenaline-infused driving stunts.

Mini’s annual event with live action stunt driving and the ability for the audience to test every MINI model was therefore aptly named The Chinese Job and every year the small clips advertising it made for an overbooking of available slots in minutes.