MINI Cooper - "A Quick Swerve"

Jung von Matt/Alster

Jung von Matt/Alster Hamburg, Deutschland

Awards

10136

Marke: MINI Cooper
Länder: Deutschland

Werbende: BMW

Titel	A Quick Swerve
Agentur	Jung von Matt/Alster
Kampagne	Is It Love ? - BMW Mini
Werbende	BMW
Marke	MINI Cooper
Posted	September 2003
Geschäftsbereich	Kleinwagen
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.
Philosophie	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.
Medientyp	Fernsehen
Länge	30 seconds
Markt	Deutschland, Italien, Spanien
Leiter der Werbeabteilung	Torsten Müller-Ötvös
Werbeleiter	Hildegard Wortmann
Creative Director	Till Hohmann
Creative Director	Götz Ulmer
Creative Director	Oliver Voss
Agency Producer	Mark Róta
Texter	Wolfgang Schneider
Etatdirektor	Silke Dillmann
Etatdirektor	Wiebke Struck
Regisseur	Harald Zwart
Produktionsfirma	Silbersee Film Produktion GmbH
Kameramann	Carl Nilsson
Filmproduzent/Produzent	Wiebke Schuster
Musik	Soundscape Music & Sounddesign
Cutter	Alexander Jurkat
Cutter	Merih Öztaylan
Art Director	Philipp Borchardt