BMW CATHERINE LAMB
MINI AMY-JANE TWELVETREES
JADE HOLMES
MINI
BMW
CONTENTS 1.
INTRODUCTION
13. 31. 51.
THE BIG IDEA
ADVERTISING THE EVENT
kEEpING THE BUZZ ALIVE
6.
THE BIG IDEA
20. 34. 59.
THE LETTER
THE BIG SpEED DATE
REFERENCE LIST
8.
THE CONSUMER
22. 39.
THE CREATIVE IDEA
WHATS INVOLVED
MINI
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BMW
INTRODUCTION
MINI
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BMW
FIG 1
The first research stage of this project taught us a lot about the history of the MINI, and we recognised what a special little car it was, how cherished it was and how iconic it became in the motor world.
MINI
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BMW
There were certain significant facts that we picked up on including:
FIG 2
- Whilst BMW were taking the mini designs forward with the 21st century there was concern that the lively appeal and cheeky personality was fading. - We learnt that maybe people had stopped remembering how traditionally British the car was and it was apparent the advertising symbols like the British bulldog and beetles had lost weight.
FIG3
MINI
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BMW
- The lifestyle products were not being promoted as successfully as they might, and this issue needed bringing to the forefront. - The recession and present economic climate had a detrimental effect on the car industry and new car sales were suffering, whilst the second hand car sales was thriving.
FIG 4
MINI
5
BMW
Taking the above issues in hand we decided to focus on them to help us put together a tactical marketing campaign. The campaign would target both new and second hand car sales, and would involve marketing all the brand products including the cars and the lifestyle products under one collective campaign.
FIG 5
MINI
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BMW
THE BIG IDEA
MINI
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BMW
We want to reintroduce the brands legacy and refresh the customer’s minds of just how brilliant the mini was within the British motor industry, reminding the customer of the brands heritage. At the same time we will use something new by marketing the mini with the concept of it being like a person and having human attributes and personalities, this idea contributing and accentuating the driver and car bond.
FIG 6
MINI
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BMW
CONSUMER
MINI
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BMW
We will target three groups: - The people who already own a MINI - The people who want one - The audience out there who don’t realise they want a MINI.
FIG 7
We have created some hyperthetical playful interviews with the different MINI consumers, to help us get an understanding and vision of the consumer more clearly.
MINI
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BMW
pEOpLE WHO ALREADY OWN A MINI This is obviously the person who already drives a mini and understands that there is something special to the experience.
“ I just love them and I feel as though I just have this bond with my mini at the moment”. (TWELVETREES, 2012, interview) (A.3)
They are passionate about it but needs some gentle persuasion and direction to become more involved in the brand as one, for example in purchasing lifestyle products and putting thought towards a new car or perhaps a second hand newer model.
1. Can you solve a rubix cube? I can solve one side 2. How man pillows do you sleep with? 4 big pillows, 2 for me, 2 for him. 3. Are you a good dancer? Yes, I do a great Moon walk! 4. What’s your Favourite super market? M & S for special occasion, Otherwise no preference. 5. Are you an amber gambler? If I’m in a rush 6. What animal best describes yourself? Guerilla
FIG 8
MINI
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BMW
pEOpLE WHO WANT A MINI This person loves everything about the mini brand but doesn’t yet have one. The MINI brand does have a prestigious impression to it and for a younger person may feel that they can’t afford one. So advertising has to let the likes of these potential customers that the more basic MINI’s or a second hand one might be within their price range. Again the advertising has to be directional towards their thoughts so they do think MINI.
1. Can you solve a rubix cube? You tube it! 2. How man pillows do you sleep with? 2 big, 3 small square ones. 3. Are you a good dancer? YES! 4. What’s your Favourite super market? Asda, saving my money for a MINI 5. Are you an amber gambler? Yes, ambers the new green.
FIG 9
MINI
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BMW
pEOpLE WHO AREN’T SURE. The MINI is in competition with many other smaller model cars for example the Audi A3, Toyotas smaller models, Fiat 500, and the increasingly popular Citroen DS3
“Citroen’s new DS3 has squared up to rivals from MINI and Fiat in an exclusive Autocar triple test”. (AUTOCAR. 2013. ONLINE)
So for a person looking for a car with the characteristics of the MINI will also be viewing plenty of other options. This market competition therefore enhances the importance of an effective and poignant marketing campaign to help tip the decision towards MINI.
1. Can you solve a rubix cube? You tube it! 2. How man pillows do you sleep with? 2 big, 3 small square ones. 3. Are you a good dancer? YES! 4. What’s your Favourite super market? Asda, saving my money for a MINI 5. Are you an amber gambler? Yes, ambers the new green. 6. What animal best describes yourself? Peacock
FIG 10
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INTRODUCING THE BIG IDEA
MINI
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BMW
FIRST STAGE: Would you date ‌? We want to initially raise awareness of the campaign and for it to be aimed at all the consumer groups. The idea is to run a series of adverts that represent the MINI as a person. So we have named them accordingly, there are five adverts in total and they are all based on five models of the MINI... (see fig 12-16)
FIG 11
MINI
BMW
15 FIG 12/13
MINI
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16 FIG 14/15
MINI
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17 Jack the Countryman, Kate the Roadster, Charlie the Cooper, Pippa the Clubman and last but not least Archie the Old MINI. The five models themselves all target different consumers, for example the roadster model appeals to the adventurous and younger customers whereas the clubman is more practical and targets the more mature customer.
FIG 16
MINI
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BMW
The adverts demonstrate the qualities of each model and highlight their pros to the relevant customer. Each poster poses the question “would you Date” and this message puts the car forward as having a personality which all works towards the customer getting more of a feel to connect and bond with the brand. The mention of “date” i.e. going out and having fun with the MINI (person), also reminds the audience of how cheeky and exciting the MINI brand is.
“Lets not get to hung up on the practicalities. This car is all about fun”. (RAC, 2013, ONLINE)
fig 17
MINI
BMW
So the plan is to place the adverts in relevant marketing locations, like Jack the Countryman could go in Country and Life magazine, where as Kate the Roadster would have better results in icon magazine. We have specifically chosen to run the advert based on Archie the Oldie because this reminds the customer of the tradition of the MINI brand and that he still has a presence. (see fig 18/19)
19
“There’s a reason it’s constantly voted the car of the 20th century... It’s iconic, just look at it, every kid grows up wanting one and they’re so much fun to drive, you feel everything... It’s the first car you’re dad, uncle, grandad and elderly neighbour had, there’s a tradition behind it, a story.” fig 18/19
(Chadwick, 2012)
MINI
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BMW
THE LETTER
MINI
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BMW
To connect with existing customers and introduce them to this campaign existing databases will be used to letter drop them all. The letter will directly ask the customer what their MINI is named? This will get them thinking and if they haven’t named their MINI then hopefully they will and consequently instantly more of a bond is created. In addition the letter will include a voucher to be used towards the lifestyle range. This way the customers who don’t know about the lifestyle range will hopefully take a look and realise there is more to the brand than just the car. With a discount voucher they will optimistically purchase a product which in itself is getting the brand name out there again. (see fig 20)
fig 20
MINI
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THE CREATIVE IDEA
MINI
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SECOND STAGE: SpEED DATE …? So the campaign foundation has been laid towards the audience and the second stage involves the speed dating idea. With the mention of speed, it’s a play on words, we are hinting at speed and to test drive that speed quickly, lets not hang around. The second stage adverts will be based on the characters created in the first stage so as to create a flowing and growing campaign.
What will be different about this second set of adverts is that they invite the audience to speed date with the characters ie. “speed Date Kate” and in order for this to happen there will be a QR code that will ultimately link with a game. (See fig 21-25)
MINI
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24 fig 21/22
MINI
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25 fig 23/24
MINI
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BMW
The intention is to place the adverts in magazines again but also in other strategic locations like bus shelters, underground stations etc. The adverts are again focused towards all three consumer groups but because of the interaction that takes place it could prove well in securing customers who don’t know about and are unsure that they want a MINI. (see fig 26-28) fig 25
MINI
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27 fig 26/27
MINI
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28 fig 28
MINI
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BMW
As mentioned the code will link with a racing car game that can be played on smart phones and tablets. Just as we used Archie in stage one to remind the consumer of the MINI’s legacy, what we plan to do here is for the consumer to be racing in their favourite MINI model and racing against one of the iconic celebrities that loved the MINI, like Twiggy, John Lennon, Michael Caine from the Italian Job, and the MINI rally team.
fig 29
fig 30
fig 31
fig 32
MINI
BMW
30 Whilst this QR code campaign will itself create some hype and fun for the customers it will also play a major role in advertising a further part of the campaign. When a customer finishes each race of the game there will be a call to action “Why not speed date for real? Visit the website for details...� (see fig 33) fig 33
MINI
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ADVERTISING THE EVENT
MINI
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THE BIG MINI SPEED DATE who would you
DATE?
The Big Speed Date Event is an event that will take place at chosen race track locations throughout the UK like Brands Hatch and Silverstone.
26.04.2013 UK
It is proposed that the Speed Date Event will be advertised in the press and therefore a press release will be prepared. (fig 34)
MINI presents ‘the big speed date’ and invites those who dare, to race against some of the cars most famous faces in an experiential family event. MINI announces their first speed date event, which will kick off at Silverstone next month. 2013 sees MINI backing its heritage and success with a series of actual, virtual and remote control test-drives. Customers can immerse themselves in the MINI experience with a variety of fun activities as well as attempting to break a Guinness world record. How many females can you fit in a MINI Cooper? You’ll have to come to find out! The event allows MINI to nudge the brand passion up a gear and raise the profile of the lifestyle range. With inspiration stemming from the MINI’s extensive history in racing, MINI marketing manager says; “It’s all about reminding customers that MINI isn’t just a car but a way of life. It doesn’t end with the purchase of the car, it’s the whole MINI package that customers fall in love with”. The event will be located in four different areas around the UK. The big speed date will make its way from Silverstone to Donnington Park, followed by Quilton Park and ending at Thruxton in June. Find out more about the Big MINI Speed Date at www.mini.co.uk/speeddate Ends
Notes to editors: • MINI is a German car company that has produced outstanding design, excellent agility, functional flexibility and space- saving cleverness since 1959. Driving fun has always been a key criteria when developing the MINI product range and brand. • Follow @MINIUK on Twitter at www.twitter.com/ • Find MINI UK on Facebook at www.facebook.com/MINI.uk
fig 34
For further information please contact: BMW Group Netherlands, Corporate Communications Amy Jane Twelvetrees/Jade Holmes, Product Communications MINI Tel: +31 (0) 70 413 31 08
MINI
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33 Existing mini customers won’t be forgotten and will receive an invite to their own local venue, this will help to reconnect brand value with the existing customers.(see fig 35/36)
fig 35
fig 36
MINI
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THE BIG SPEED DATING EVENT
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35 This is where all the smaller campaigns lead eventually to this special event. It will take place over a series of weekends and across the country. (see fig 37-40)
fig 37
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36 fig 38
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37 fig 39
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THRUXTON.
38 fig 40
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WHAT WILL THE WEEKEND INVOLVE?
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fig 41
fig 42
fig 43
THE SPEED DATE. There will be two main activities; perhaps the most exclusive will be for the chance to race an actual MINI car around a race track. For a potential customer to get the opportunity to drive a mini would be an influencing factor in being drawn into the brand. Obviously this activity will involve issues like health and safety and insurance matters so for feasibility reasons there might have to be a charge.
MINI
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BMW
But for those unable to take part in the real drive experience there will be the opportunity for them to have an experience in a driving simulator. With advanced technology simulators now a day are very real and we feel that even some time in a simulator will capture peoples appeal towards the MINI car. To back up both activities and add an element of competition and excitement we propose to operate leadership boards a bit like a real grand prix race. And to get the word out all participants will be encouraged to mention their experiences and results up on social media platforms like facebook and twitter.
fig 44
fig 45
fig 46
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pOp-Up DEALERSHIp STORE
With the event running for two days in each location and hopefully attracting a good audience we decided it would make sense to put in place a Pop Up Store, this will demonstrate to those unaware customers the MINI brands lifestyle range of products. With this objective in mind it will give people an opportunity to buy into the brand. At a special event like this consumers will hopefully feel inspired and directed into buying themselves something special and memorable…Maybe treat them self to a souvenir.
“Collecting souvenirs is not a profession but merely a hobby, but one could never get over of grabbing the things that inspire the travel or journey in their life” (CORNELIUS, A. 2013. Online)
fig 47
fig 48
MINI
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BMW
For the store to entice consumers we intend for the pop up store to provide everything a main dealership would sell and therefore also have new and second hand cars exhibited for sale. We wouldn’t want to miss out on an opportunity of a customer making an impulse buy.
fig 49
“A day that is nine degrees hotter than normal saw an 8.5% increase in convertibles sold, even in winter”. (JAMES, 2013, ONLINE)
fig 50
fig 51
MINI
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BMW
MINI ROLE REVERSAL. To enhance the fun side of the event we thought it would exciting to dedicate an area that would give people the opportunity to see how it feels to be “mini�. We propose to create a little world of oversized objects so the audience experience a situation of role reversal with the MINI. This whole concept will expressively bring forth the brand of MINI.
fig 52
MINI
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BMW
The thing would be entertaining and be a great opportunity for photographs which can then be linked to Facebook instagram and twitter. The audience would be encouraged to use the hash tag #SpeedDate to share their experiences which will generate hype over social media and hopefully get the event trending.
fig 53
MINI
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BREAKING THE RECORD.
To attract the press in every way and create hype we have come up with the idea of beating the Guinness world record for how many people you can fit into a MINI vehicle, the record currently stands at 28 but we think this can be beaten! We will also attempt to break the record for the old MINI too.
fig 54
MINI
BMW
47 fig 55
TOUCH SCREENS TECHNOLOGY In our initial research we visited the Audi showroom and became aware how effective touch screens can be in designing a car you desire and it was very easy to get carried away.(A.5)
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“Tapping and swiping on a touch screen, on the other hand, is more intuitive, since you're interacting directly and immediately with the elements on the screen�. (PINOLA, 2013, online)
fig 56
The touch screen will allow potential customers to customise their dream MIN and save it under the name of their choice. i.e. Belinda the MINI cooper, Patricia the Clubman. This will save automatically so you can then later on see the car you have designed by typing in the name you chose.
This interactive touch screen play will contribute to a customer and brand connection and therefore throughout the event area we intend to strategically place touch screens for an added amusement.
MINI
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PHOTOGRAPHY Taking advantage of all opportunities at this type of event we also want to make available to the audience the chance for them to be photographed with their favourite or personally designed MINI. To achieve this we plan to use green screen technology.
“The best example of green screen from everyday life is the weather person on the evening news. He/She stands in front of a green wall. A computer can tune into the green color and replace every green pixel with a Once again people will be encouraged to upload the pixel from another onto facebook which will ultimately help to spread image�. (BRAIN M. 2009, online].
the word about the big MINI speed date.
fig 57
MINI
BMW
50
fig 58
We want to draw in people from all age groups and we will therefore ensure the event includes things that will amuse children and attract families. With this in mind we propose to set up a race track for the MINI remote control cars, which are sold in their lifestyle range. Children can be involved in racing the cars. Targeting the kids in this mode is a clever marketing tool because they will create an instant connection with the remote control car.
fig 59
"Pester power" refers to children's ability to nag their parents into purchasing items they may not otherwise buy. Marketing to children is all about creating pester power, because advertisers know what a powerful force it can be�. (emersonchen, 2011,
Whilst the children are entertained we can grab the opportunity to get the parents attention, and therefore in this area we will get emails logged for future reference. Touch screens will also be available for the adults to create their dream car whilst waiting.
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HOW TO KEEP THE BUZZ ALIVE.
MINI
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BMW
Having focused our campaign on the personality and human attributes of the mini we want to keep this trend going and not lose the value it will have gained. So to carry the idea forward and make the campaign more enduring we plan to create a personal limited edition passport manual that will be provided to the customer with any purchase of a new or second hand MINI. This passport will carry the MINI’s name making the car seem special and individual and again securing this more personal car and customer bond. (Please see entire handbook in seperate file).
fig 60
MINI
BMW
53 Our objective was to highlight the MINI’s lifestyle products and to increase the sales. The human attributes that we have provided towards the MINI car throughout the above campaigns will ultimately have an effect on the sales of the lifestyle products. This will occur when we continue to promote the lifestyle gifts in letters addressed not just to the owners but also to the named MINI car. (please see case study, A.1)
fig 61
fig 62
MINI
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54 We would also target potential customers whose contact details were collected during the speed date events. As previously mentioned the letters will be sent at certain times of the year i.e. the anniversary purchase day, suggesting to the customer that they gift themselves and gift their car with an array of exciting lifestyle products.
fig 63
fig 64
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FUTURE recommendations
MINI
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An extra idea to assist in enduring the campaign would be to generate some interesting editorials that can be periodically published in relevant magazines. Stories based on significant people like celebrities who are proud owners of a mini and have given it a name. For example the following celebrities have named their cars some of the following names...
fig 65
• Beyonce - Jaguar named Honeybee
• Peter Andre - Ferrari named Fezza
• Obama - Ford Escape Hybrid named The Beast
• Sebastian Vettel Redbull racing car named Kinky Kylie
• Lady Gaga - Rolls Royce named Bloody Mary • Cheryl Cole - Audi R8 named Tweed
• Richard Hammond Land Rover series 1 & 2 named Gertie and Buster and a 1963 Opel Kadett named Oliver
• David Beckham - Jeep named Jeepers Creepers
• Jools Holland - Jaguar Jet 1 named Jools Holland
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At certain times of the year like summer and Christmas the gifting process can be encouraged by promoting certain lifestyle products linked to the seasons, with an added incentive to buy by issuing discounted vouchers for certain products. The products could also be personalised with names to make them more personal to the car and the driver.
fig 66
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MINI
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REFERENCES
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REFERENCE LIST AMONLINE (2013) Nicole and Papa back for Renault Clio viral ad campaign. [online] Available at: http://www.am-online.com/ news/2013/4/2/nicole-and-papa-back-for-renault-clio-viral-ad-campaign/32651/ [Accessed: 19 May 2013]. AUTOCAR, 2012, Citroen DS3 vs Mini Cooper vs Fiat 500 [ONLINE] Available at: http://www.autocar.co.uk/car-news/motoring/ citroen-ds3-vs-mini-cooper-vs-fiat-500 last accessed 12th Mat 2013 BRAIN M. 2009, How Green Screen Works, [ONLINE] available at: http://blogs.howstuffworks.com/2009/03/06/how-greenscreen-works/ [accessed 19th may 2013 CHADWICK. 2012. Wall post response [online] facebook. Available at: http://www.facebook.com /britishminiclub?fref=ts [accessed 19th May 2013] CORNELIUS A. 2013. The reasons people buy souvenirs. [online] Available at: https://exploreb2b.com/articles/reasons-why-people-collect-souvenirs-when-travelling last accessed 18th May 2013 emersonchen, 2011, How Marketers Target Kids. [online] available at: http://www.studymode.com/essays/How-Marketers-Target-Kids-712314.html last accessed 19th May 2013. Heath, R. (2012) P23. Seducing the subconscious. Chichester, West Sussex: Wiley-Blackwell. JAMES. 2013. How to stop impulse buying. [online] Available at: http://freeintenyears.com/consumerism/how-to-stop-impulsebuying/ last accessed 18th May 2013 LAMPRELL, M. (2013) Va Va Voom! Renault Clio adverts among most popular viral campaigns with 4 million admiring manufacturer’s sense of humour. [online] Available at: http://motortradesinsight.co.uk/article_page.asp?id=282 [Accessed: 19 May 2013]. O’shaughnessy, J. and O’shaughnessy, N. (2004) P160 Persuasion in advertising. London: Routledge. PINOLA . 2013. Why Would I Want a Touch Screen PC? [online] available at: http://lifehacker.com/5978694/why-would-i-want-atouch-screen-pc RAC, 2013, Mini cooper convertible. [ONLINE] Available at: http://www.rac.co.uk/buying-a-car/car-reviews/mini/convertible/308134/ Taylor, J. and Hatch, S. (2007) P 20. Rigorous magic. Chichester, England: Wiley. TWELVETREES. S. (2012) Mini owner. Interviewed by Amy-Jane Twelvetrees [in person] Reading, 4th December 2012.
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ILLUSTRATION LIST Fig 1. MINI. 2012. Mini convoy. [online image] available at: https://www.facebook.com/photo.php?fbid=10151038361058511&set= pb.115434098510.-2207520000.1369329578.&type=3&theater last accessed 19th May 2013 FIG 2, MINI. 2012. RECONNECT OLD FRIENDS. [photograph] [online] Available at: https://www.facebook.com/photo.php?fbid=10151188540883511&set=pb.115434098510.-2207520000.1359719877&type=3&theater FIG 3 2013. Mini bulldog soft toy [photograph] [online] available at: https://www.facebook.com/photo.php?fbid=548995775121590&set=pb.300092640011906.-2207520000.1369230495.&type=3&theater FIG 4. 2013. Mini lifestyle range [online image] availbale at: http://www.mini.com.sg/lifestyleshop/ [last accessed 19th May 2013] FIG 5. TOKIK A, 2012, MINI Lifestyle Collection Lets You Travel Stylishly in the New MINI Coupe. [online image] available at http:// www.autoguide.com/auto-news/2011/09/mini-lifestyle-collection-lets-you-travel-stylishly-in-the-new-mini-coupe.html last accessed 20th May 2013 FIG 6. MINI. 2012. EYELASH. [photograph] Available at: https://www.facebook.com/photo.php?fbid=463797903510&set= pb.115434098510.-2207520000.1359628604&type=3&theater Fig 7. MINI. 2011. Music video. [online image] available at: https://www.facebook.com/photo.php?fbid=357073104313859&set= pb.300092640011906.-2207520000.1369330229.&type=3&theater [last accessed 19th May 2013] Fig 8. MINI. 2013. Midnight black inside. [Online image] available at: https://www.facebook.com/photo.php?fbid=10151240976043511&set=pb.115434098510.-2207520000.1369329349.&type=3&theater [last accessed 19th May] FIG 9. MINI. 2013. Midnight black. [online image] available at: https://www.facebook.com/photo.php?fbid=10151240976043511&set =pb.115434098510.-2207520000.1369329349.&type=3&theater [last accessed 19th May] FIG 10. MINI. 2013. Midnight black wheels. [online image] available at: https://www.facebook.com/photo.php?fbid=10151240976018511&set=pb.115434098510.-2207520000.1369329349.&type=3&theater FIG 11. MINI. 2012. Red mini. [online image] available at: https://www.facebook.com/photo.php?fbid=10150970740358511&set= pb.115434098510.-2207520000.1369329666.&type=3&theater [last accessed 19th May 2013]
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BMW FIG 10. MINI. 2013. Midnight black wheels. [online image] available at: https://www.facebook.com/photo.php?fbid=10151240976018511&set=pb.115434098510.-2207520000.1369329349.&type=3&theater FIG 11. MINI. 2012. Red mini. [online image] available at: https://www.facebook.com/photo.php?fbid=10150970740358511&set= pb.115434098510.-2207520000.1369329666.&type=3&theater [last accessed 19th May 2013] FIG 12,TWELVETREES A, 2013. would you date archie? [own image] FIG 13,. TWELVETREES A, 2013. would you date Jack? [own image] FIG 14,. TWELVETREES A, 2013. would you date Pippa? [own image] FIG 15. TWELVETREES A. 2013. would you date Kate? [own image] FIG 16,. TWELVETREES A, 2013. would you date Charlie? [own image] Fig 17- MINI. 2012. COLOURFUL. [photograph] [online] Available at: https://www.facebook.com/photo.php?fbid=10150373014398511&set=pb.115434098510.-2207520000.1359675953&type=3&theater Fig 18. TWELVETREES A. 2013. Magazine kate. [own image] Fig 19. TWELVETREES A . 2013, magazine jack . [own image] Fig 20- LAMB, C. 2013. Did you know letter. [Photoshop Image] Fig 21- HOLMES J. 2013. Speed date Charlie. [photoshop image] Fig 22- HOLMES J. 2013. Speed date Archie. [photoshop image] Fig 23- HOLMES J. 2013. Speed date Pippa. [photoshop image] Fig 24- HOLMES J. 2013. Speed date Kate. [photoshop image] Fig 25- HOLMES J. 2013. Speed date Jack. [photoshop image] Fig 26- TWELVETREES A. 2013. Speed date billboard 1. [own image] Fig 27- TWELVETREES A. Speed date billboard 2. [own image] Fig 28- TWELVETREES A. QR billboard. [own image]
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