Shaping a positive culture from the outside in



Human error in the MINI factory was impacting on quality and more importantly, production times. We were drafted in to help improve internal culture and ensure the British icon was created perfectly on time, every time.


Taking a different approach

We knew the usual ‘wagging finger’ approach just wasn’t going to cut it. After discovering a golden nugget on the factory tour, that every MINI is made to order, our ‘Made Perfect By You’ campaign suddenly transformed every MINI moving down the production line from an inanimate metal object into an eagerly awaiting customer’s pride and joy.

Dream makers

Across multiple touchpoints, the campaign gave associates a big, visual high-five thanking them for all the hard work they do in making expectant MINI owners’ dreams come true.

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I’ve really appreciated all of Alive’s creativity, gusto, and support. As a team, you’ve created some great work that you can be very proud of – I know I am.

Lianne Veasey – BMW Group Quality Promotion