Title | Drunkard |
Agency | Jung von Matt/Alster |
Campaign | Is It Love ? - BMW Mini |
Advertiser | BMW |
Brand | MINI Cooper |
Posted | August 2002 |
Business Sector | Compact & Small Cars |
Story | 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. |
Philosophy | 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. |
Problem | 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. |
Media Type | Television |
Length | |
Market | Germany, Italy, Spain |
Creative Director | Deneke Weltzien |
Creative Director | Oliver Voss |
Production Company | Propaganda |
Director | Dante Ariola |
Agency Producer | Mark Róta |
Account Director | Jürgen Alker |
Cameraman | Max Malken |
Production Company Producer | Natalie Hill |
Editor | Joe Parsons |
Editing Company | The Quarry |
Telecine | VTR |
Advertising Manager | Hildegard Wortmann |
Advertising Manager | Jan-Christiaan Koenders |
Advertiser's Supervisor | Torsten Müller-Ötvös |
Copywriter | Tobias Holland |
Art Director | Oliver Oelkers |
Strategic Planner | Holger Schneider |
Strategic Planner | Julia Peuckert |
Creative Director | Götz Ulmer |
Creative Director | Till Hohmann |
Vice President Brand and Product Management MINI | Torsten Müller-Ötvös |
General Manager MINI Marketing Communication | Hildegard Wortmann |