IPA Summer School Presentation September 2010
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Winning creative breif presentation on the new 5 door MINI Countryman presented and created by: Matthew Cox, Matilda Coulson and Lucy McLaren

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Presentation Transcript

Agenda l.jpg
AGENDA

Challenge

Insight

Solution

Communication Plan

Creative


Challenge l.jpg
CHALLENGE

To convince people the MINI Countryman is their perfect car

Other MINIs:

Too small

Too expensive

Too impractical

‘Now there’s nothing stopping you from having a MINI’


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TGI DATA

Dealerships

INSIGHT: Everyone has different PRIORITIES when purchasing car, but all agree Countryman is super stylish

Mosaic Profiles

Survey Monkey


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CURRENT OWNERS

Alastair and Penelope

NEW TARGETS

Graeme and Alison

HAPPY FAMILIES:

‘Upscale New Owners’

Index: 267

(usually need bigger family car)

INSIGHT: Trendy parents, looking to combine practicality and style

SYMBOLS OF SUCCESS:

‘Corporate Chieftains’

Index:386 (Cooper S)

INSIGHT: Own lifestyle cars, buying into brand values


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INSIGHT

Who are MINI lovers?

Fun, Gregarious, Curious

With positive brand memories

Everyone finds it difficult to choose a new car.

But MINI people want it all: no compromising; style, the fun of go-kart handling, practicality for kids, and value.


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PROPOSITION

THE MINI COUNTRYMAN

‘Somethingyou’llallagreeon.’

Mum: ‘The higher driving position is safer, it’s environmentally friendly, and I’ll look cool at school gates’

Dad: ‘It’s beefy, and we’re not selling our souls to the people carrier, and I can fit my golf clubs in the back!’

Child: ‘Finally I wont be embarrassed getting out of the car in front of my friends. And maybe one day they’ll let me drive it!


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THE BIG IDEA:

‘THE MINI QUEST’

7 MINI Clues

RELEASED DAILY

Building climax to launch

Prize:

Hidden in secret location



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DATA CAPTURE

  • DATA CAPTURE ON ANSWERING CLUE:

    • TAILORED COMMUNICATION + SECONDARY PRIZES


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MICROSITE

MINI Countryman. Get Away.

Launching 18.09.10.

WIN YOURS!

Answer the trivia questions below for your chance to win a free Countryman, customised to your personal style. It’s that simple.

Hang on, lads, I've got a great idea is a quote from what iconic film

CLICK TO ANSWER

REQUEST A BROCHURE

BOOK A TEST DRIVE

SAME ICONIC STYLE. MORE SPACE, MORE FUN.


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CHANNELS

100k Imp

5,000 Inv

Raising awareness of car and competition

300k Imp

15000 Inv

200k Imp

10000 Inv

200k Imp

10k Inv

100k Imp

5000 Inv

100k Imp

10k Inv

TOTAL INVOLVED:100,000

c.20,000 completed all clues


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FACEBOOK

“Hang on, lads, I’ve had a great idea”

Recognise the quote?

Click through to answer and win a MINI Countryman


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EMAIL

Introducing the new MINI Countryman. Same iconic styling. More space, more fun.

SOMETHING YOU’LL ALL AGREE ON

‘Hang on lads, I’ve got a great idea.’

Know who said this?

Click to answer for your chance to win a MINI Countryman. Get Away.


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SEO

  • FUN CAR

  • FAMILY CAR

  • MINI QUEST

  • COUNTRYMAN QUEST

  • WIN A CAR


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THE TIMES

Introducing the new MINI Countryman. Same iconic styling. More space, more fun.

SOMETHING YOU’LL ALL AGREE ON

‘Hang on lads, I’ve got a great idea.’ Who said this and in which film?

Enter your answer at www.miniquest.com for your chance to win

A MINI Countryman, customised to your personal style.

At MINI, we think we have a pretty great idea too.

The MINI Countryman, whilst retaining MINI’s infamous go-kart handling

and iconic styling, has more space (with a whopping 350l luggage capacity).

We’re sure you’ll agree, it’s a great idea.



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BANNER ADS

Introducing the MINI Countryman. Same iconic styling, more space, more fun.

“Hang on, lads, I’ve had a great idea”

Recognise the quote?

Click through to answer and win a MINI Countryman




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POOL OF LEADS

Banner ads

Website

DM

Email

MINI Quest

Convert

Engage

Fulfilment


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Think MINI’s not

big enough?

THINK AGAIN!




ad