MINI South Africa - "MINI Roadster Launch"

Black River FC

Black River FC Johannesburg, Südafrika

6405

Marke: MINI South Africa
Länder: Südafrika

Werbende: BMW

Titel	MINI Roadster Launch
Agentur	Black River FC
Kampagne	MINI Roadster Launch (2012)
Werbende	BMW
Marke	MINI South Africa
Posted	September 2012
Geschäftsbereich	Kleinwagen
Story	MINI South Africa wanted to launch the new MINI Roadster in the country with their global campaign line, “Another Day. Another Adventure”. We were tasked with developing a campaign that would drive sales, while ensuring the campaign also works as an overall brand shaper. Our campaign was also required to improve the brand’s premium perception, increase MINI’s appeal in the male target audience and grow MINI’s brand awareness. Even though we had a modest budget, we had to do all of this in a fashion befitting the brand’s cult-like status.
Philosophie	We created neon billboards that only came alive at night. These billboards would announce the arrival of the new MINI Roadster to our desired target audience as they made their way back home late or while they were on a night out in the city. This campaign was also supported by print ads that followed the aesthetic cures of our neon billboards and our radio ads also promoted the night time theme. We also made it very convenient for our target audience to test drive our cars by having full moon test drives. Ordinary South Africans could go test drive the new MINI Roadster in the evening when it was most convenient for them.
Problem	The MINI Roadster, like all MINIs, is an awesome car to drive. But the reality is, if you live in a major city in South Africa, you’ll be stuck in traffic (most of the time) and you will not enjoy the pleasure of driving this amazing car. The global campaign line, “Another Day. Another Adventure” simply didn’t ring true to the reality of driving the new MINI Roadster in any major city in South Africa. We were faced with another challenge, our target audience spent long hours at work, their leisure time only came after hours (late in the evening). The only time they could truly go out and enjoy driving this car was after hours, when most motorists are curled up in front of their TVs and city the streets are deserted. This is when our target audience’s adventure begins, at night. That’s why we recommended changing the global campaign line, “Another Day. Another Adventure” to “Another Night. Another Adventure”. So now the question is, how do we speak to our target audience during this most opportune time (the evening), without blowing our budget on a prime time television commercial?
Ergebnis	Our annual sales target has been increased from 100 to 112 MINI Roadsters due to the success of our campaign.
Medientyp	Case Study
Strategieplaner	Spike Kunene
Strategieplaner	Gia Callinicos
Executive Creative Director	Ahmed Tilly
Assistant Agency Producer	Farah Saloojee
Agency Producer	Laura Broccardo
Agency Producer	Iolanthe Grobler
Creative Director	Vanessa Gibson
Texter	Verona Singh
Art Director	Kursten Meyer