IPA Summer School Presentation September 2010 MINI’s gone MAXI
AGENDA Challenge Insight Solution Communication Plan Creative
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’
TGI DATA Dealerships INSIGHT: Everyone has different PRIORITIES when purchasing car, but all agree Countryman is super stylish Mosaic Profiles Survey Monkey
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
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.
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!
THE BIG IDEA: ‘THE MINI QUEST’ 7 MINI Clues RELEASED DAILY Building climax to launch Prize: Hidden in secret location
DATA CAPTURE • DATA CAPTURE ON ANSWERING CLUE: • TAILORED COMMUNICATION + SECONDARY PRIZES
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.
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
FACEBOOK “Hang on, lads, I’ve had a great idea” Recognise the quote? Click through to answer and win a MINI Countryman
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.
SEO • FUN CAR • FAMILY CAR • MINI QUEST • COUNTRYMAN QUEST • WIN A CAR
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.
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
POOL OF LEADS Banner ads Website DM Email MINI Quest Convert Engage Fulfilment
Think MINI’s not big enough? THINK AGAIN!
Think MINI’s not for you? Think again!