MINI Subscribe

Advertising Agency
London, UK


Drivers want the convenience of a car without the hassle of owning one.

Multi-year leases can be complicated, expensive and not a good match for the needs of many of today’s drivers. Car and ride-sharing services are often a better suited option for those who value flexibility.

MINI saw an opportunity to create a new, valuable offering.


Getting a MINI should be as easy as subscribing to a streaming service.

MINI Subscribe offers a MINI without the commitment of a long-term lease or ownership. Customers get a MINI, fuss-free, for a monthly fee that can be cancelled at any time, just like music and video streaming.

The fee includes insurance, registration and servicing. The only additional cost to pay for is fuel.

Sign up takes five minutes, and subscribers can choose from a range of new vehicles, including the new all-electric MINI Cooper SE.

"AKQA helped us bring this project alive. Thanks to their expertise, we’re delivering the best car subscription experience."

Martin Nink, MINI Strategy


In six months, MINI and AKQA turned concept into reality.

By removing the stress of car leases and offering something more convenient than car-sharing, MINI Subscribe opens up a new audience, gives MINI a viable new revenue stream, and a direct relationship with customers for the first time.


AKQA is a design and innovation company that employs over 6,500 professionals across 20 countries. Named Digital Agency Global Network of the Year in Campaign’s 2023 Global Agency of the Year Awards, AKQA was also awarded the Cannes Lions Grand Prix for Digital Craft in 2023, and the Grand Prix for Design in 2021. In 2023, AKQA was recognised as a winner in Fast Company’s Innovation by Design Awards. AKQA also won Fast Company’s World Changing Ideas in 2021, and 2022 and led Gartner’s research into global marketing agencies in 2021.