Gathering 1,000 people, each contributing 1,000 yuan—MINI is going all in. Are you in?
This is what the car brand MINI is doing. As an “urban enthusiast” that thrives in the city, MINI has always conveyed its pursuit of originality and quality living by focusing on the two keywords “city” and “inspiration.” In today’s era where internet models have fully embraced the UGC (user-generated content) trend, MINI is no longer simply asking users to produce a few lines of text or a handful of images. Instead, it’s inviting deep participation, maximizing users’ voices. MINI discovered that some travelers seek unique experiences, hoping to uncover hidden corners of the city and explore places off the beaten path. This is the original idea behind “Exploring London’s Neighborhoods.”
· Not just a showcase—bring your “own thing”
One ambitious goal isn’t enough. MINI wants to find a group of people with keen observational skills and a discerning eye for the city, those who can discover hidden treasures in urban areas that regular travel guides miss. And so the crowdfunding campaign began: 1,000 people, each contributing 1,000 yuan.
The 1,000 participants will be invited to join ongoing testing phases involving product prototypes, experience research, and product development, dedicating their efforts to research and feedback as co-creators of the product. Among them, 21 selected individuals will travel to London to test the product in person, embarking on a 6-day, 4-night experiential journey. Based on MINI’s product model, they will use their own eyes to explore the inspirations hidden within London. It may sound wildly unconventional, but as lifestyle enthusiasts willing to pay for quality, MINI is ready to make it happen.
Travel Notes from the 21 Participants
· In 300 seconds, MINI sells you its vision of London
Since the first article of the campaign was published, the crowdfunding has gone even more smoothly than expected. With a new order every two minutes—about the same frequency as a vending machine selling cola in an office building—21 lifestyle influencers were selected through a rigorous questionnaire process from among the applicants. They delved into eight major districts for on-site exploration, refined and improved the product based on feedback from the pioneer group, and produced a 300-second short film—“This Is MINI’s Vision of London”—which shatters conventional impressions and offers a fresh perspective on London.
On the final day in London, the 21 members will meet face-to-face with the product expert panel to discuss all the details identified for improvement during the field research, finalizing the product.
· 8-Hour Non-Stop “Interview Marathon” with Stanley Kwan, Cao Qitai, Ada Choi, and Shuhei Aoyama
After four months of exploration, research, organization, and revision, the “Exploring London’s Neighborhoods” book, crafted by urban enthusiasts, has finally been born. MINI gathered the original crowdfunding participants and invited eight elite figures from various fields—including Stanley Kwan, Ada Choi, and Shuhei Aoyama—for an 8-hour non-stop interview marathon to discuss “the city” and “inspiration.” Through these exchanges, the classic MINI concept of urban enthusiasm was brought to the forefront.
Gao Xiang, Vice President of MINI China, revealed: “We noticed that MINI fans wanted to explore hidden corners of the city, so we aimed to create a travel solution tailored for ‘urban enthusiasts.’ It’s an extraordinary guidebook that uncovers the city’s hidden treasures, showing you unique sights that regular travel guides miss.”
The classic MINI, born from the city, continuously draws “inspiration” from urban life and gives back to it. With the power of MINI, it aims to make city living better. That’s MINI’s ambition.