This project was centred around MINI’s Fan Fest campaign, with a clear goal: turn online excitement into real-world action. The idea was to guide people from discovering the event through social and digital channels, all the way to visiting a dealership and booking a test drive with a MINI model.

My role
From a design perspective, my role focused on developing the key visual (KV) and building a system around it that could work across the entire journey. Rather than creating one-off assets, we created a flexible visual approach that could scale across social media, CRM, microsites, and in-store materials, while still feeling consistent and recognisable.

The approach
A big part of the work was making sure this system translated into something practical for dealerships. The assets needed to be easy to adapt locally, whether that meant swapping in specific car models, locations, or calls to action, without losing the overall look and feel of the campaign. This led to a more toolkit-based approach, where everything was structured and reusable rather than static.

Challenges
One of the main challenges was not just driving awareness of the Fan Fest, but actually motivating people to take the next step, visiting a retail location and booking a test drive. We needed to create a strong connection between the excitement of the event and the practical action of going into a dealership, making the transition feel natural rather than forced.

At the same time, the experience had to remain consistent across multiple touchpoints, from social content to in-store materials, without losing momentum along the way. Balancing this with the need for local flexibility added another layer of complexity.