Our idea was to generate a unique traveller's guide for not just MINI fans but all Chinese young urbanists. This was realised in three key steps.

Firstly, we asked MINI fans to pay 1000 RMB in advance, to book the MINI London Book and as an application fee to participate in our London trip.

Secondly, we selected the most unique 21 candidates to go to London with MINI. They were briefed and trained first, and then divided into 7 groups. Each of them would cover 1-2 blocks in London to see London in an in-depth, localised and distinct way. They could explore London in their own way. Our only requirement was for them to record their trip and talk to our experts to write the book.

Thirdly, we share their experiences along the trip on various social media accounts, not just MINI's but also other KOLs'.

The execution of this case can be divided into three stages.

In the recruiting stage, we first post about MINI London Book project on MINI's WeChat account, introducing the event to customers and ask them to participate. We described how this project could be benefit to not just them but also a whole generation of Chinese tourists so that they would be intrigued to take actions. Also, we involved many others KOLs to promote the event as well.

At the exploration stage, MINI brought the group to London, asked them to explore London for us and finally summarised what they discovered into MINI London Book.

Lastly, we invited famous designers, directors and artists to meet with the exploration team, discussing about the topic of urban and inspiration. Through the 8-hour discussion and interview, we further deepened our findings.

This project achieved total exposure of 20,920,000. Relevant articles on MINI's WeChat account received 328,823 views and 6,508 times of interactions. During the recruiting stage, over 1,000 MINI fans applied for the project. 66 orders were received within 120 minutes after the release of the first article. Our video about London Book got 333,000 views. Articles about this event got view rate higher than any other articles released during this year on MINI's WeChat account.

The MINI London Book was eventually published and 500 copies were sold till now.