MINI: harnessing the two sides of tokyo.

MINI UK enlisted us to craft an incentive to reward their top 40 sales managers, who would have to compete to win a spot on the trip. Their sales were tracked via a custom microsite and weekly updates were emailed to incentivise them. The program embraced Japan’s dual nature, and aligned with the brand’s quirky and charismatic personality, with a ‘Discover your Inyo’ theme. A bespoke app facilitated seamless communication throughout the trip, which included go-karting through the streets of Tokyo, sushi making, a sumo lunch and a samurai masterclass.