MINI Academy for Fast Learners (2009)



Client and agency MINI, Interone China
Role online art direction, animation
Media online / offline
Information MINI is celebrating its 50th anniversary! For MINI China, this is a great opportunity to really show consumers what MINI is: a serious racing machine. Taking the educational aspect literally here, we created the MINI Academy for Fast Learners, an institution that would turn MINI fans into real MINI experts. In three separate phases, the academy taught users every bizarre fact about MINI under the sun.
The first phase introduced them to the idea of »the other kind of school« with the off-voice of a mean teacher and some crazy, multiple-choice questions. Then during the main phase, eight funny classes with entertaining, interactive games and questionnaires kept users busy much longer than the average time spent on other websites. To complete the entire academy, users needed about 40 minutes! This created a truly intensive brand experience with the overall tonality that MINI is fun! Finally, the final exam phase was aimed at all students who had passed all of the academy’s classes and thus learnt a lot about MINI's history and mindset. And the result? Two users won a MINI for one year! And this online academy was the biggest MINI China initiative to date and proved to be very successful.



























 
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