MINI JOHN COOPER WORKS GP

OBJECTIVE

MINI was getting ready to launch the fastest MINI they've ever produced - the MINI John Cooper Works GP (second generation). We at BEAM Interactive had the responsibility of telling the story and spreading the word.

STRATEGY

The MINI John Cooper Works GP is all about the numbers. The GP is the fastest MINI they've ever made. It had an impressive Nürburgring lap-time. They were also sold in limited quantities, each individually numbered. We wanted to share this numbers story with the world.

RESULTS

As a first generation GP owner myself, the car is known to be a head-turner in the MINI Community. There is also a sense of being in a 'secret club' in a club. The feeling of exclusivity and being special comes with the car. With this in mind we created a mailer piece sent exclusively to first generation GP owners. They had an opportunity to own one of these limited edition cars before anyone else could. This 'dangling the carrot' method kicked-off impressive sales numbers with the launch of the GP.

Working under Josh Deane at BEAM Interactive, we created a micro-site dedicated to the new GP. I assisted in the selection of key features of the new GP. As a result, this site told the story of the new GP and it's features that conveyed it's fast numbers. We wanted prospects to know the story of how the GP came to be and how everything about it was designed to make it faster. 

This micro-site during MINI USA's flash era, paved the way in setting a standard in how we designed our future pages. Click here to visit the current MINI John Cooper Works GP landing page.