concept, art direction, strategy
Working on the MINI pitch while at BBH we proposed they create The Motorverse. The Motorverse would bring the many MINI communities from around the country together under a cohesive MINI branded platform. Allowing fellow MINI owners to more easily find their Motor Mates and also allow owners to create new communities not just based on geography, but based on similar interests. Additional aspects of the platform included Minifacturing, which would allow MINI owners to suggest new product ideas and also allow MINI to gain customer feedback on ideas of their own. The Motor Mall allowed MINI owners to buy and sell products with each other, and since they owned a MINI, their geographic location was not a barrier but a great reason to get out and drive. There was also the Motoring 365 calendar which allowed owners to find out about MINI events in their respective communities and also across the country. The Motorverse would serve the purpose of enhancing the brand loyalty that MINI owners have by embracing the communities that already exist and letting them see that the MINI brand cares.