MINI Cooper - "Rearview Mirror"

Jung von Matt/Alster

Jung von Matt/Alster Hamburg, Germany

Премии

12489

Бренд: MINI Cooper
Страна: Germany

Рекламодатель: BMW

Заголовок	Rearview Mirror
Заголовок (оригинальный язык)	Rückspiegel
Агентство	Jung von Matt/Alster
Кампания	Is It Love ? - BMW Mini
Рекламодатель	BMW
Бренд	MINI Cooper
Posted	Сентябрь 2003
Бизнес сектор	Компактные и маленькие автомобили
История	SUMMARY The MINI mythos is alive. In the space of a few months the campaign for the MINI has created a wave of excitement. It has positioned the MINI internationally as the premium car in the compact segment. Its 2002 sales target was exceeded by more than 45%, making MINI a major contributor to the most successful year in the history of BMW.
философия	CREATIVE STRATEGY The MINI represents pure emotion. Research demonstrated that this is reflected in the target groups outlook on life: I want my life to be full of excitement. Love is the highest and most beautiful form of excitement. The emotional relationship between car and driver is at the core of the advertising campaign - condensed in the tagline: Is it love? This tagline provided an emotional umbrella that is equally accessible in all markets. In order to preserve this emotional approach, the campaign stresses the MINI experience rather than loosing itself in technical details. This approach facilitated the creation of an internationally effective campaign whose impact wasnt diminished by country-specific requirements. OTHER COMMUNICATIONS PROGRAMMES Under the Is it love? umbrella, an integrated campaign was launched utilizing all media (online, POS-promotions, direct marketing, events etc.) TOTAL MARKETING EXPENDITURE Over 20 million MEDIA STRATEGY Press ads and TV spots formed the classic backbone of the media strategy and were complemented by radio and cinema. The MINI is something very special, which is why every MINI advertising opportunity was turned into a media event in its own right. Examples of this strategy include: - the teaser campaign was intended to make people curious about the brand campaign. To achieve this, a loud thumping heartbeat in TV spots and press ads was visualised. The reason for this sign of excitement was, of course, the new MINI. But this wasnt revealed until the start of the actual image campaign and sales commenced. - a small piece of thermo-sensitive film was attached to a press ad as a way of determining the degree of excitement felt when looking at the MINI ad of course, all readings were off the scale.
Проблема	CAMPAIGN OBJECTIVES Marketing objectives: To establish the MINI as the premium model in the compact car segment. To sell over 100,000 MINIs worldwide in 2002. (This objective was also publicly announced in the press) In order to achieve these ambitious goals, the following communication objectives were agreed: Increase brand and product awareness Achieve above-average advertising awareness for each market segment The campaign was used in all relevant European markets, with the exception of the UK. For claritys sake and due to the unavailability of market research data for some markets, evidence of advertising effectiveness refers primarily to the German, Spanish and Italian markets. TARGET AUDIENCE The target groups were defined by taking into account not only psychographic clusters but also socio-demographic factors. The target groups are post-modern trendsetters, modern mainstream and modern upper class.
Тип медиа	Печать
Рынок	Germany, Italy, Spain
Руководитель рекламодателя	Torsten Müller-Ötvös
Креативный директор	Till Hohmann
Креативный директор	Götz Ulmer
Креативный директор	Oliver Voss
Арт-директор	Philipp Borchardt
Арт-директор	Holger Bultmann
Руководитель рекламодателя	Wilhelm-Georg Schmid
Менеджер по рекламе	Ernst von Heyking
Менеджер по рекламе	Petra Leifert
Графика	Julia Ziegler
Копирайтер	Baki Kiper
Копирайтер	Alexandra Weczerek
Директор рабочей группы клиента	Silke Dillmann
Фотограф	Daniel Hartz
Стратегический планировщик	Holger Schneider
Стратегический планировщик	Julia Peuckert
Директор рабочей группы клиента	Nadja Fricke
Vice President Brand and Product Management MINI	Torsten Müller-Ötvös
Менеджер по рекламе	Hildegard Wortmann
General Manager MINI Marketing Communication	Hildegard Wortmann