MINI has always been synonymous with a fun-to-drive (go-kart feeling anyone?), charming, and highly customizable car. So customizable that each vehicle is unique and capable of reflecting the character of its owner.

This has made it a beloved car for a wide range of people, attracting extremely diverse demographics and psychographics, making it an absolute icon since 1964.

The new MINI has maintained this philosophy, presenting itself as the most customizable car ever. So, how could we think of promoting its launch with a single advertisement? We couldn’t.

We created a platform that allowed people to create their own advertisements, personalizing them according to their interests, passions, and moods.

Through social listening analysis of MINI’s fan base, we identified a series of elements that could best represent each person in the fan base.

This resulted in the most customizable advertisement ever, with more than 150 million variants!

Over 18,000 unique ads were created by people, and the campaign generated over 97 million impressions, quickly trending on Snapchat, Instagram, and Giphy.

Thus, once again, MINI has rewritten history thanks to its fans.