标题 | Halfpipe |
广告公司 | Jung von Matt/Alster |
广告战役 | Is It Love ? - BMW Mini |
广告主 | BMW |
品牌 | MINI Cooper |
Posted | 9月 2003 |
行业领域 | 小型车 |
剧情简介 | 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. |
哲学 | 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. |
问题 | 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. |
媒体类别 | 平面 |
市场 | 德国, 意大利, 西班牙 |
客户主任 | Torsten Müller-Ötvös |
创意总监 | Till Hohmann |
创意总监 | Götz Ulmer |
创意总监 | Oliver Voss |
美术指导 | Philipp Borchardt |
客户主任 | Wilhelm-Georg Schmid |
广告经理 | Ernst von Heyking |
广告经理 | Petra Leifert |
文案 | Baki Kiper |
客户总监 | Silke Dillmann |
摄影师 | Daniel Hartz |
美术指导 | Reyn Soffe |
Graphics | Nils Eberhardt |
文案 | Sven Nagel |
文案 | Jenny Wackenhut |
Print Producer | Andre Mittwollen |
战略企划 | Holger Schneider |
战略企划 | Julia Peuckert |
客户总监 | Nadja Fricke |
Vice President Brand and Product Management MINI | Torsten Müller-Ötvös |
广告经理 | Hildegard Wortmann |
General Manager MINI Marketing Communication | Hildegard Wortmann |