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Complexity is a barrier to entry for many potential MINI drivers.
From the bewildering array of options in speccing a vehicle, to the headache of managing finances, servicing, insurance and repairs, owning a car can seem like more trouble than what it’s worth.
Make getting a MINI as easy as subscribing to Netflix.
The guiding principle we established was that it should be faster to subscribe to a MINI than to sign up and book an Uber. With most subscriptions completed in under five minutes, this goal was achieved.
By focused on simplifying the options available and bundling the added costs in one competitive monthly fee, MINI Subscribe makes it easy to enjoy car ownership.
The only thing a subscriber pays for is fuel.
Subscribers can exchange their MINI at regular intervals. They can go from the rugged Countryman to the exciting MINI Electric with no fees.
And if they no longer need the MINI, they can return it without having to pay hefty residuals.
We followed this up with an iterative, high-performing social campaign that led to all the vehicles allocated to the pilot being subscribed to.
