The Brief: Another welcome email. Response: An industry first.

Buying a MINI is your ticket to an exclusive new club full of surprises. I wanted customers’ first interaction with the brand post-purchase to be everything they would expect from MINI, and everything they wouldn’t.

Conceptualising with email developers from the get-go, we introduced a first in email design- changing the content depending on whether you viewed the email in portrait or landscape.

In portrait, new drivers were introduced to the supportive, indispensable tips they would anticipate from a brand like MINI. But turned landscape, a whole new world of MINI perks was uncovered, showing new drivers the MINI club they joined was just as surprising as they'd hoped for.

Portrait content:

Landscape content: