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Canadian Tire • Fresca • Mini • Telus • WestJet |
Mini
Mini is an iconoclastic brand. While most automotive brands rely on big TV budgets, Mini uses online for long copy, and OOH and guerrilla tactics for emphasis and brand building. In the past year, a multi-phase campaign leveraged this alternative approach to stretch a limited budget and shift messaging to product substance.
Phase 1 addressed misperceptions arising from the car’s small size with The Speed and Safety Scenario Simulator to give users a “virtual driving scenario” where they could experience Mini’s features in action. Phase 2 responded to concerns about Mini’s suitability for the Canadian winter with an initiative focused on a dominatrix, a character who personifies control. Phase 3 showed the breadth of the Mini fleet to highlight the four models while treating them as a group, the Mini Barbershop Quartet, giving each its own song with cheeky lyrics.
And true to the brand’s nature, the SKINI, an imaginary scooter styled with trademark Mini features was “launched,” complete with blogs and a press release.
Every year since its 2001 launch Mini sales have shown steady growth and have consistently exceeded target. Year-to-date sales for 2006 are up 10%, not including the 12 orders for the SKINI one Mini dealer took from would-be-customers before they realized the joke.
Out Of Home
 Burn Rubber And Skin |
 Cheetahs Are Pussies |
 MMM Donuts |
 My Other Car |
 Coin Roll |
 Your Eyes Are Wandering |
Interactive
 Interactive Video |
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 Dominates |
 Dominates |
 Dominates |
 Dominates |
 Quartet |
 Quartet |
 Quartet |
 Quartet |
 Quartet |
 SKINI |
 SKINI |
 SKINI |
 SKINI |
 SKINI |