MINI SIZE & UTILITY

OBJECTIVE

If I told you I can fit a metric shit-ton (figuratively speaking) of things into the back of a MINI, would you believe me? How do you tell MINI Size & Utility story in a way that's believable and genuine?

STRATEGY

With today's digital resources, you wouldn't be surprised to find that consumers read lots of reviews before making a purchase. With review sites such as Uncrate, Jalopnik, Consumer Reports...etc the resources are easy to find and endless. But you and I both know reading these types of reviews sometimes feels a bit skeptical as it's often written by a 'pro'.

However, we find that the most genuine reviews often comes from the product owners themselves. This tells a much more believable story and gives us an instant alignment because the reviews are coming from another guy (or gal) like you and me. Ever sort your Amazon search results by 'User Reviews'? Same concept.

RESULTS

As a Product Expert focusing on IA & UX as well as being a MINI Owner, I tapped into the community of MINI Owners in search for Big and Tall Owners. What I found surprising was not only did these owners fit in their MINIs comfortably, they were also owners that had the biggest hearts. They were more than willing to share their story with us and I was more than happy to interview them. 

As a result, we at BEAM Interactive, tailored the MINI Hardtop and MINI Countryman Size and Utility page to their stories. We wanted a reflection of the true ownership experience to show how amazing these little cars are. If this doesn't tell the surprising story of cargo space, I don't know what else would.