Mini Cooper"BIgger Than You Think"

Mini Cooper"BIgger Than You Think"

Our Goal: Advertising Objective

To show the Mini can be

a perfect car for all needs

and all people

and combat the typical small car mentality.

Target Audience

Who are we talking to?Primary:

• 20-45 year old men and women

• professional

• style ‘aware’ with a bit of disposable income to justify the purchase

• live in densely populated areas- importance of size & efficiency in a vehicle

Secondary:

• 45+

Key Consumer Insights

-Many people believe Mini is stereotypically European, small, and insufficient for their lifestyle.

-The US is a prime location to target vehicle sales with as there is 812 vehicles per 1,000 people.

-New trend of purchasing more economical vehicles in the United States and this is something the Mini brand can utilize when introducing their product line.

-Those who drive Minis love them!

The Big Idea

"Bigger Than You Think"

Print Ads

TV Spot

Internet Banner

Guerilla Tactics

How much can you fit in a MINI?

• Contests: MINIs will be placed outside of grocery stores or during busy holiday shopping times, this contest with consist of how much people think can fit in the trunk of a MINI - Placement: Large U.S. cities such as Los Angeles, Chicago or New York

What holds more?

Guerilla Tactics

-Sidewalk audience, many items placed around parked Mini: What do you think will fit inside?

-Truck drives up with a fully packed bed alongside an empty mini. Both park on curb and transfer truck's load into Mini to show its size

Campaign Strengths

1) Shows the versatility of the Mini-good for families, college-There's a Mini for all

2) Gives the vibe of a fun car, part of the Mini feel

3) Functionality: able to handle all of the things in your life