mini

There are many reasons to buy a MINI. Not only are they fun to drive but personalization is a big part of the MINI culture. You can customize it – from accessories to their dozens of unique spokes and wheels – almost anyway you want. Not only does the MINI stand out among other cars, you can make your own MINI stand out among identical models.

roof studio

Roof Studio is the virtual gallery where enthusiasts can create and show-off custom roof designs. Special features include an online design tool kit and the ability to upload images and convert them into usable roof graphics – a 3-D spiral navigation microsite with downloadable vinyl-ready graphics.

Since we wanted this to feel like a virtual museum, the navigational structure grew out of the way museums are organized. The 3-D navigation creates a sense of depth and allows users to immerse themselves in MINI roof designs without being overwhelming. It also showcases a multitude of MINI designs without looking like a typical photo gallery.

Images can be uploaded and instantly turned into roof graphics. Toolbox options let people design something truly original and have it posted to an ever-growing, ever-evolving gallery. One option even makes it possible to download a graphic in a special format that can be brought to a sign company and transformed into a vinyl graphic that can be applied to the roof of the car. One of our biggest obstacles was making sure that a majority of the designs on the site were available as downloadable graphics.

OBIES – Silver, 2006

GAS STATION PUMP TOPPERS

Because our budget was not very big, we couldn’t compete head-to-head against the giants in the automotive industry. We had to be creative and think of other media channels to promote MINI. For example, to talk about MINI’s great gas mileage, we created airplane-like airfare ads that demonstrated how cheap it would be to take a round trip “fare” from one US city to another and placed them strategically at that city’s gas station.