The MINI cars are especially good for the sale of accessories, since each car can be customized according to the desire of its owner. The decision of the personalisation is taken when the car is purchased.

At each dealer there is the role of the “MINI specialist”. This salesperson has received the information and the specific training to be an authentic expert in how each unit can be customized. He is the target of this program of incentives to increase the accessories sales.

Cost per impact: total €3.512 / 85 individuals = €41 / contactResponse Percentage: 37%. 185% of the target(target was 20% for the first year of existence of the programme) Ratio of conversion to sales: -Growth of sales in car accessories: 102% -Growth of sales in personal accessories (lifestyle): 16% -Total of sales growth of MINI Accessories: 85%

A sequence of communications, off and online, offering the MINI specialists to design their own incentive program and “custoMINIze” the format and rewards.The MINI specialists received an envelope asking for an alternative personality:IF YOU WERE NOT A MINI SPECIALIST, WHAT WOULD WANT TO BE: THINKER, EURODEPUTY, DELEGATED COUNSELLOR, LIFEGUARD…Inside:CUSTOMINIZE. AN INCENTIVE PROGRAMME WHERE YOU CAN CHOOSE IT ALL. EVEN WHAT YOU WANT TO BE…The explanation on how to participate and custoMINIze their own incentive plan, by choosing for their trip, the destiny, the MINI, the iPod, the music, a book or even the personality