Mini Cooper"BIgger Than You Think"
Mini Cooper"BIgger Than You Think"
Our Goal: Advertising Objective
To show the Mini can be
a perfect car for all needs
and all people
and combat the typical small car mentality.
Target Audience
Who are we talking to?Primary:
• 20-45 year old men and women
• professional
• style ‘aware’ with a bit of disposable income to justify the purchase
• live in densely populated areas- importance of size & efficiency in a vehicle
Secondary:
• 45+
Key Consumer Insights
-Many people believe Mini is stereotypically European, small, and insufficient for their lifestyle.
-The US is a prime location to target vehicle sales with as there is 812 vehicles per 1,000 people.
-New trend of purchasing more economical vehicles in the United States and this is something the Mini brand can utilize when introducing their product line.
-Those who drive Minis love them!
The Big Idea
"Bigger Than You Think"
Print Ads
TV Spot
Internet Banner
Guerilla Tactics
How much can you fit in a MINI?
• Contests: MINIs will be placed outside of grocery stores or during busy holiday shopping times, this contest with consist of how much people think can fit in the trunk of a MINI - Placement: Large U.S. cities such as Los Angeles, Chicago or New York
What holds more?
Guerilla Tactics
-Sidewalk audience, many items placed around parked Mini: What do you think will fit inside?
-Truck drives up with a fully packed bed alongside an empty mini. Both park on curb and transfer truck's load into Mini to show its size
Campaign Strengths
1) Shows the versatility of the Mini-good for families, college-There's a Mini for all
2) Gives the vibe of a fun car, part of the Mini feel
3) Functionality: able to handle all of the things in your life