With MINI Yours Customised it’s no longer about: “WHICH is your MINI?” – it’s about: “How do you MAKE it YOURS?” The idea is to allow every single MINI customer to easily design, order and fit a number of original parts into their MINI (4 products as a start, more to follow). It is a seamless e-commerce solution that merges digital design with digital manufacturing, making it joyful to re-engage – and buy! And, it is a service that actually celebrates the MINI audience for their individuality: “You’re no series production – you’re a special edition.” It is a service all about directly engaging existing MINI owners to put “The You in Your MINI.” Part by part. One by one.

MINI Yours Customised is an entirely new business model. The service is the campaign!

• As a starting point it allows the customisation of 4 iconic parts in a unique design created by the customer;

• Direct integration into the production process is enabled through a new Customiser – a user-friendly online configuration service allowing a maximum degree of personalization based on 3D models;

• The Customiser also serves as instant e-commerce shop allowing direct payment;

• Upon Payment customer design data is transferred directly to the corresponding production system for manufacture (using additive technologies, such as laser-sintering, laser-engraving and 3D-printing);

• Finished products are sent directly to customers for easy DIY-fitting.

The comprehensive communication-toolkit to launch the service globally includes: tutorial videos, a launch film, copy and photo elements designed to directly engage existing MINI owners via online and social media as well as at the point of sale.

MINI Yours Customised with all its processes, tools and systems is operational and running since January 2018. It gained global recognition in December with the global PR launch reaching hundreds of media outlets and gaining wide coverage. The consumer campaign pushing this service is currently going live market after market – supported with online media as well as a wide array of point of sale and dealership media. The natural aim at first stage is to urge the thousands of existing MINI owners to put “The You in Your MINI”, targeting them directly via mails, social media and BMW Group channels using various video, rich media and static elements. The initial 4 products are a test, the service is designed to be scalable from start – with more parts to follow. (Additional results are given to the jury confidentially for competitive reasons.)