Being MINI by Hanna Fowler

2 Hanna Fowler, N0309716, word count 2156

INTRODUCTION

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Fig 2: Start your story video teaser, 2013, own material used

Part of the MINI brief was to develop the relationship between the lifestyle image and collection of MINI further and look at how to encourage more customer interaction. The main aims of the brief were to encourage more lifestyle consumers in to the dealership, determine other routes to market, identify trends relevant to MINI lifestyle and determine how consumers relate to the lifestyle range. Throughout stage one of this project research was carried out to answer these questions in the brief, hoping to position MINI as a relatable brand for consumers, focusing on the lifestyle elements, looking to the future but also connecting the communication to MINIâ&#x20AC;&#x2122;s long running history. From the research from stage one, my group and I have developed an idea and area of focus we have continued with and created our own recommendations that we believe MINI can use to further their lifestyle image. A detailed methodology can be found in Appendix 1 regarding all the primary research within this document.

Fig 3: MINI car collage, 2013, created myself

MINI has dedicated fans, followers and drivers across the world, not only driving their cars but choosing the MINI way of life. The brand has been able to capture the imagination of the public and become a brand consumers aspire to. Now MINI is not only a car brand, but a brand that has expanded out to a non-car market for the first time. Their product selection now includes clothing, suitcases, home accessories and gadgets.

sUMMARY OF STAGE ONE

A return to ‘simple geometric shapes; flat, bright, bold colours; and clean typography’ (Kittle, 2013) was the most sought after visual trend we found throughout our research. We have also selected eight key colours from Pantone that we will use throughout our own visuals.

We looked at Fred Perry as they are a brand that are immersed in history, and are seen as a British icon since using the different subcultures and eras to influence their brand.

Fig 3: Timeline of stage one, created myself

The Motorcycle company Harley Davidson created a brand evolved around the lifestyle image of having a Harley creates. They use the storytelling trend throughout their communication and are able to connect with their large consumer base on an intimate and personal level.

More and more consumers want to immerse themselves in to the story behind a brand or product, this trend sees the move away from simply stating the brand functionalities and attributes but engaging in a more personal relationship with the consumer. Daye (2013) commented that ‘Storytelling is at the very heart of how we humans share and connect, what we value about our heritage, communities and ourselves’.

Instead of brands collectively targeting their consumers on a large scale, the trend for mass personalisation sees the rise of the individual and how a brand connects one to one with their consumer base. This trend is being pushed by consumers and brands have to respond to their needs to ensure customer sustainability.

thE IDEA: BEING MINI

Develop the relationship between the lifestyle range of MINI with new and existing customers. Expand the presence of MINI within the lifestyle market Make MINI a relatable, personal brand that evokes memories

To sell the MINI experience, not simply the products

‘An attitude. A lifestyle. A memory and a future. Joining a community, showing off personality and celebrating the individual. Create the memories that you’ll always remember. Being MINI’

10 Fig 6: Big Idea ouputs, 2013

The focus of our executions are based on the experience consumers get out of the brand not just the product. We believe MINI can achieve a better lifestyle image by using their heritage, strong visual identity and the emotional connection consumersâ&#x20AC;&#x2122; attach with the brand. MINI can create an identity that speaks to the heart of the consumer, focusing less on the functionalities and more on the memories having the car can create. From speaking to different MINI consumers in our stage one research, we found that their MINIâ&#x20AC;&#x2122;s are a significant part of their lifeâ&#x20AC;&#x2122;s, whether it was their first car or the car reminding them of a fond memory. The consumers will be at the core of the campaign, encouraged to take part, share their stories and personalise it their own way.

the consumer 12

We identified our consumer in stage one by focusing on the lifestyle choices they make, as we understand that there are different types of consumers that buy in to the MINI brand. It isnâ&#x20AC;&#x2122;t categorised by age or demographic, but more of an attitude and lifestyle they live by. Having a MINI says a lot about who you are, what you like and your outlook on life. We created consumer profiles that we think epitomize who the MINI consumers are. These consumers are based on all the qualities they live by, not necessarily their age or nationality.

Fig7: The Reversed Vanilla, 2013

The steering narrators are the most influential out of all of our consumer groups, they are the people who always have a story to tell, the people who know that peice of news just a few minutes before you (how do they do it?). They would describe themselves as social butterflies, flitting from different friends, work colleagues and family. Although they are the most diverse, they are brand loyal, which is why these consumers are an important aspect to any brand. They use their social skills to spread the word about brands they love, but also brands they donâ&#x20AC;&#x2122;t. They love to part of a community and be listening and learning new things, when this person is in a room, they command it.

Fig 8: The Steering Narrator, 2013

Fig 9: The Backseat Advocate, 2013

The Backseat Advocates are the type of person who loves to make a statement, with their clothing, their holidays and their cars. These consumers are mostly International, so they appreciate the Britishness and heritage in products relating to english culture. These consumers are part of a large social group, but they tend to be the follower not a leader. These consumers may already have purchases with MINI before, or are the most liekly group to buy in to the brand next.

THE DEALERSHIP

Fig 10: Dealership Mock up pack, 2013

The dealership environment can be an exciting opportunity to purchase your car, finally get your hands on the keys and take the wheel. However, sometimes the experience can feel like a lengthy business transaction instead of the fun experience it should be. We have produced a new buyers pack which hopes to fill this void and continue the MINI relationship after they leave the show room. This pack makes all the boring documents in to something fun and interactive and will include the car documents, a map to plan their next road trip, a MINI lifestyle book and a miniature model of a MINI for them to treasure. 17

Fig 11: Photographs of Mock up, 2013

From visiting a Nottingham dealership in stage one, the store managers hinted at their little effort to promote MINIâ&#x20AC;&#x2122;s lifestyle collection. The show rooms main purpose is to sell cars, so the lifestyle collection becomes an after-thought in both the consumers and workers minds. To help reach one of our aims; to increase consumer interaction with the lifestyle collection, something needs to be changed to develop this relationship further. Instead of the dealership and the lifestyle range being two separate ideas we wanted to link these together to ensure customer interest and loyalty. By giving the customer the lifestyle look book and other fun elements as they leave, it will remain a more memorable experience and it will hopefully lead to a greater chance of interaction with the lifestyle collection.

(See appendix for further transcript)

To ensure that the packs are successful, a trial period in four MINI dealerships will take place for three months. Not only will this give the boxes a limited edition title to customers, but MINI can gauge the success of the packs and make any improvements for future editions. The dealership locations we have selected are in Cambridge, London Park Lane, Stoke on Trent and Nottingham. We feel this gives a wide range of consumers the chance to receive a limited edition pack, but also the dealerships we have included are all rated the best in the country and offer the customer an enjoyable car purchasing experience. For example the Stoke on Trent site now has a Wi-Fi lounge and an on-site Starbucks (Business Weekly, 2011), encouraging customers to stay longer and enjoy the MINI experience. The pack we have suggested would only add to this experience further and make MINI a brand worth talking about.

77% of MINI owners did not know about the lifestyle collection

Fig 12: Tshirt infrographic, see appendix 6

As stated the dealership pack would be a limited edition product in a 3D form, as we understand it wouldn’t be cost effective for MINI to produce on a larger scale. The pack in stores would engage new customers with the lifestyle collection and the Being MINI campaign, however options need to be explored that targets existing MINI owners, as these customers are the fans and advocates of the brand.

Fig 13: Explaing the app, 2013

To target existing customers like the reversed vanillas, we suggest that an app version of the pack would be beneficial to offer this group a new chance to reconnect with the brand and interact with our new campaign. These consumers would be targeted through an email newsletter, informing them what the app is and why they should get involved.

Store all those dreaded paper work documents in one place, in one simple app. Save a tree and go paper free in store and opt for the app version of your paperwork, it’s much easier trust us.

Never forget any of those nitty gritty details again, the app informs you when your MOT, Tax, Insurance and Servicing is due… and reminds you when you forget (don’t worry we’ve all done it)

Get involved with the MINI way of life, share your own MINI story or view other people’s... we’re all a bit nosey just admit it.

Filling up your tank and planning a road trip will never be stressful again – plan, log and share your drive through the map tab. We’ll do all the hard work for you, including estimated mileage and petrol use. Never turn down a road trip again.

Fig14: Being MINI app mock up, 2013

Fig 15 and 16: Itunes print screen of current MINI app, 2013

Whilst researching the app idea, we found a number of existing MINI apps already in the market, however from looking at iTunes reviews, the response is mostly negative. This was backed up from our own consumer research we undertook, which can be found in appendix 4. From asking participants to download the app and trial it for themselves, we received numerous bad responses with one person commenting ‘…I feel the app has a limited life span for each user as you would only need the app when looking for a new car…and once you have purchased a new car, the usefulness of the app is redundant to the user’ (Peters, see appendix 4). Another method we used to research apps was by using ‘Derek’s Hierarchy of App Needs’ (Kessler, 2011), we asked consumers to number what app qualities are most important to them, with one being the most important and five the least (appendix 2) This hierarchy pyramid takes inspiration from Maslow’s hierarchy of needs theory but reworks it for an app model. The results we found suggests that consumers want an app that is functional and designed to do what it should before any other quality. On contrast to Derek’s

app needs, consumers we asked listed attractiveness as a main priority, so we took these finding in to consideration when producing our own app mock ups. The app we propose gives the MINI customers an opportunity to interact with the brand continuously, the functional elements will ensure longevity of communication and the social elements including the MINI stories carry on the brand conversation and create a community. Push notifications to remind the customer when their car needs updating will drive traffic back to app, hopefully resulting in increased viewing time and log ins per month.

THE ADVERTISING 22

Fig 17: Big Idea ouputs, 2013

With the main aims of this brief to encourage customer interaction with MINI lifestyle, MINIâ&#x20AC;&#x2122;s current interaction with their customers has to be addressed to provide a successful answer. To communicate the Being MINI campaign to a large audience, we wanted to create new print adverts that express the individuality and personality of MINI lovers. Instead of simply stating the car attributes like they currently do, we wanted to speak to the heart of the consumer and ask them for their stories. Whether they remember their first journey, a special day with friends or an exciting road trip, each owner has their own story to tell. In stage one, we collected stories from consumers and from these we have created a series of adverts to help illustrate their experience, as seen in figures. We believe if they focused their advertising and communication more on the consumer and their connotations of the brand then they would achieve greater success as a lifestyle brand.

Fig 18: MINI fascination, 2013

Fig19: #Shareyourstory advert, 2013

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25 Fig 20: #Shareyourstory video, 2013

Fig 21: consumer holding her ‘MINI’ emotion, 2013

A series of short video clips will be released online to promote the #Shareyourstory campaign. The videos hope to inspire MINI customers to upload their own photograph, memory or story. The first video (which was played at the beginning) will introduce the campaign, using the tagline ‘Every great story has a beginning’, encouraging consumers to start their own story. The next release of videos will be focused more on the stories already collected, for example the video we produced uses words from our initial consumer questionnaire from stage one of how a MINI makes them feel.

Fig 22: Another MINI emotion, joy, 2013

Alongside the traditional print adverts, an online presence will be vitally important to collect new stories and carry on the campaign for the future. The campaign will encourage other MINI owners and lovers to get involved and share their own story through twitter. The hash tag #Shareyourstory will be used to monitor responses and create a conversation online. Like previously mentioned, these social elements will also be available on the app, giving consumers another chance to take part and add their voice to the community. We believe this collaborative marketing will resonate with MINI consumers more effectively than simply marketing ‘at’ them. Over 80% of online content is user generated (Evans, 2013) showing how mass communication is becoming inadequate for the generation we live in, this is explored further in the Beefeater Gin case study in appendix 7. Our campaign lets consumers talk together; sharing, influencing and commenting on each other’s experiences to expand the conversation.

thE LOOKBOOK 27

Fig 23: 2011/12 MINI Catalogue, 2011

From looking at MINI’s current lifestyle look book we felt it didn’t best represent the MINI consumer and their love the for brand. We wanted to make the items come to life and become more than branded items of clothing but connect to the consumer just as much as our adverts will. We think the lifestyle book is another element we can use to further promote the stories we want to include in to MINI’s communication. As you can see from the dealership pack, the look book will now be incorporated in to the MINI dealership environment to connect the lifestyle and car elements together. Inside the look book this is promoted further, instead of just a catalogue with pages of clothing, we have incorporated the Being MINI adverts and stories to make the lifestyle range an extension of the campaign not an after-thought.

Fig 24: Lifestyle look book in Dearlership pack, 2013, own photograph

mini KITCHEN

Fig25: Logo suggestions, 2013

A travelling kitchen on wheels, spreading the MINI way of life through travel, great food and even better stories to share. We feel this new idea can create a sense of community and bring a new exciting element to the MINI brand. MINI will offer the best street food you can find in a mobile van, think overloaded nachos, customisable burger topping and deliciously good frozen treats.

The first tour of the kitchen will be piloted throughout several different locations up and down the country in; London, Edinburgh, Newcastle, Manchester and Liverpool. The first tour will last a month and will take place at specific events in each location, for example in Liverpool, MINI Kitchen will travel to the Matthew Street festival and in London it will be held inside the Westfield shopping centre near to MINIâ&#x20AC;&#x2122;s lifestyle store. By using existing events around the country it will guarantee customer footfall, which we hope will increase our chances of the kitchen becoming a success.

For the MINI Kitchen designs, I wanted to keep it graphic and clean by using the key colours used throughout and talked out in the summary of stage one. I decided on a different logo rather than using the same design MINI currently use, I feel this design gives the packaging a more modern and kitchen feel. Although most customers will love the idea of a MINI branded event, the branding should remain subtle and stylish, encouraging non MINI enthusiasts to get involved with the brand.

Witty, funny quotes will be placed on the packaging that relate back to the #Shareyourstory hash tag and Being MINI advertisements. The communication throughout the whole campaign will remain consistent to help customers interact more easily with the MINI brand.

Fig 26: Packaging Mock ups for MINI Kitchen, 2013

Fig 28: Edinburgh teaser image for MINI Kitchen online campaign, 2013

The MINI Kitchen will be promoted online through existing social sites MINI already use. The start of the campaign will begin with teasers and riddles introducing the MINI Kitchen and the possible locations it will be visiting throughout the summer. These riddles will be uploaded online and consumers then have a chance to follow the kitchen, guess what location will be next and tag photos of themselves with the kitchen at the events (using the same hash tag #Shareyourstory).

Fig 27: Mock up of twitter feed to promote MINI Kitchen, 2013

MINI are all about the creative, standing out from the crowd and becoming the innovators. MINI Kitchen incorporates these qualities together, they can become one of the first car brands to become integrated in the consumers life, through cars, clothing, food and events. MINI Kitchen can work well with our Being MINI campaign as it promotes the brand in a new way which could reach potential new customers who would have never chosen MINI before. We feel this idea can create a sense of community and bring a new exciting element to the MINI brand. Thinking about future opportunities for MINI kitchen, the possibilities are endless, they can position themselves at key events throughout the year to capture new stories, using popular culture and cultural timing to promote the MINI ethos. From researching MINI’s existing communication platforms, we saw how ‘MINI Space’ were already blogging about creative food venues and brands, showing that area is a great way for MINI to expand their presence in the lifestyle market. We also took inspirations from a number of food brands and existing travelling vans already in the market, these inspirations can be found in appendix. 32

the JOURNEY We have mapped out a consumer journey of how each different consumer will interact with our new campaign. Whether they are a current MINI car owner or just apsire to the brand, each execution aims to target a specific group and speak to them on a personal level. By showing this we hope we have proved we have successfully created an integrated campaign which covers not only traditional avenues such as print but more immediate and consumer driven marketing through social media.

Fig 6: Big Idea ouputs, 2013

GAUGING SUCCESS

For the Being MINI campaign as a whole, success can be measured in a number of ways to ensure the right customers are hearing about the events and social media interaction. Also we can determine ways to improve the campaign for future years. A detailed table analysing this success can be found in Appendix. Each execution has an overall aim we wish to achieve, and within this I have included key issues that be developed and key targets MINI should hope to reach to secure success. What is important to note is that a return on investment for MINI might not happen straight away, but the increased conversation online and mentions through social media and other news websites will hopefully drive these statistics to increased sales figures and profitable margins for MINI in to the future. Not only are short term goals important, but long term goals such as customer loyalty are the most vital, especially as consumers now more than ever can change brand loyalty very quickly. MINI want this customers to still be thinking about their brand in years to come, so they can then share that message with other friends and family members.

CONCLUSION

MINI are a successful car brand with a clear brand identity, our aim was to further this and expand their lifestyle presence in the market. This was achieved through a more personal, consumer driven campaign, Being MINI. This campaign hoped to show the individuals behind the cars, the emotion behind the technical jargon and the stories waiting to be shared by all of MINIâ&#x20AC;&#x2122;s car lovers. A interactive campaign introduced the idea of sharing online and creating a conversation, something which is key to maintaining customer loyalty. The MINI Kitchen hopes to innovate the brand to new heights and connect them to key moments in popular culture. We feel we have not only promoted their lifestyle collection, but have made MINI a lifestyle brand, as we believe this is what will make customers interact more and become involved. MINI have the heritage and authenticity that resonates with the consumer; developing and sustaining these connections will mean longer lasting relationships and will make MINI an even bigger threat in years to come.

The Appendices 39

H Fowler

24/5/13

References Kittle, A (2013) Why less is more will dominate digital creativity in 2013, [online] Wall blog, Available at: http://wallblog.co.uk/2013/01/03/why-less-is-morewill-dominate-digital-creativity-in-2013/#ixzz2H1WE7XJw Accessed 4th January 2013 Daye, D (2013). The Drivers of Brand Storytelling Strategy [online] Social Media Today, Available at: http://socialmediatoday.com/derrickdaye/1147846/ drivers-brand-storytelling-strategy Accessed January 4th 2013 Anon, 2011 Flagship BMW and MINI Dealership opens at Cambourne [online] Business Weekly, available at: http://www.businessweekly.co.uk/automotivegeneral-news/11998-flagship-bmw-and-mini-dealership-opens-at-cambourne Accessed 1st May 2013 Kessler, D (2011) Derekâ&#x20AC;&#x2122;s Hierarchy of App Needs, WebOs Nation, Available at: http://www.webosnation.com/derek-s-hierarchy-app-needs Last Accessed 18th April 2013 Haygarth (2012) Our skills â&#x20AC;&#x201C; Case Study - Beefeater - #Mylondon [online] Available at: http://www.haygarth.co.uk/our-skills/case-studies/beefeater-mylondon

list of illustrations Figure 1: Title page photograph, MINI Cooper, 2013, own photograph Figure 2: Start your story teaser, 2013, video, created by myself Figure 3: MINI car college, 2013, created by myself Old photograph of MINI from 1960 available at: http://www.fanpop.com/clubs/mini-cooper/images/7272915/title/1966-mini-cooper-s-inside-photo Turquiose MINI, 2013, own photograph Figure 5: Timeline of stage one, 2013, created by myself Figure 6: Big idea brain, 2013, created by myself Figure 7: The Reversed Vanilla, 2013, created by Amiee Littlefair Figure 8: The Steering Narrator, 2013, created by myself Image Available at: http://shamcher.files.wordpress.com/2008/03/letter-to-sam-2.jpg Figure 9: The Backseat Advocate, 2013, created by myself Image Available at: http://sabinamollot.com/wp-content/uploads/2012/02/Rumiedit.jpg Figure 10: Dealership mock up photographs, 2013, taken by myself Figure 11: Dealership pack mock up, 2013, made and photographed by myself Figure 12: Tshirt Infographic, 2013, created by myself Figure 13: What is the app infographic, 2013, created by myself Figure 14 : Being MINI App mock up, 2013, created by myself Figure 15 and 16: ITunes print screen of current MINI app, 2013 Available at: www.Itunes.com/reviews Figure 17: MINI Go Kart advert, 2013, created by myself Figure 18: MINI fascination advert, 2013, created by Amiee Littlefair Figure 19: #Shareyourstory advert, 2013, photographed by myself and produced together Figure 20: #Shareyourstory video, 2013 created by myself Figure 21: Consumer holding her â&#x20AC;&#x2DC;MINIâ&#x20AC;&#x2122; emotion, 2013, photo taken by myself Figure 22: Another MINI emotion, joy, 2013, photographed by myself Figure 23: 2011/12 MINI catalogue advert, 2011 Available at: https://www.google.co.uk/search?q=mini+catalogue+2011&bav=on.2,or.r_cp.r_qf.&bvm=bv.47008ww. mini.com.sg%252F_common%252F_shared_files%252Flifestyle%252Fmain_stage_x_41_y_30.jpg%3Bhttp%253A%252F%252Fwww.mini.com. sg%252Flifestyleshop%252F%3B1140%3B445 Figure 24: Lifestyle look book in Dealership pack, 2013, own photograph Figure 25: Logo suggestions, 2013, own creation Figure 26: MINI Kitchen packaging and logo ideas, 2013, vectors produced by Amiee Littlefair, artwork by myself Figure 27: Mock-up of twitter feed to promote MINI Kitchen, 2013, created by Amiee Littlefair Figure 28: Edinburgh teaser image for online campaign, 2013, created by Michelle Mahoney Fig 29: MINI consumer touch points, 2013, created by all of the group 42

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Information Britain. 2013. Calendar of Uk events in August. [online] information Britain. Available at: http://www.information-britain.co.uk/events/august.php Accessed 22nd April 2013 Interbrand, 2013. Let’s MINI [online] Interbrand, Available at: http://www.interbrand.com/en/our-work/BMW-MINI.aspx Accessed January 22nd 2013 Kessler, D (2011) Derek’s Hierarchy of App Needs, WebOs Nation, Available at: http://www.webosnation.com/derek-s-hierarchy-app-needs Last Accessed 18th April 2013 Kimberley, S, (2011) Mini ad campaign taps into the subconscious, [online[ Campaign Live, Available at: http://www.campaignlive.co.uk/news/1055904/Mini-ad-campaign-tapssubconscious/?HAYILC=RELATED Accessed 6th November 2012 Kimberley, S, (2012) BMW fires starting gun on Mini DM review, [online] Campaign Live Available at: http://www.campaignlive.co.uk/news/1139675/ Accessed 6th November 2012 Kittle, A (2013) Why less is more will dominate digital creativity in 2013, [online] Wall blog, Available at: http://wallblog.co.uk/2013/01/03/why-less-is-more-will-dominate-digitalcreativity-in-2013/#ixzz2H1WE7XJw Accessed 4th January 2013 Lancaster, G and Reynolds, P. (1998) Marketing. London: Macmillan Press Ltd Lightowler, M (2013). The Need for Story [online] New Brand Stories, Available at: http://newbrandstories.com/ Last accessed February 1st 2013 Lindström, M. 2010. Brand sense sensory secrets behind the stuff we buy. 2nd edition. London : Kogan Page Ltd. Limited Space, (2012) Small car big campaign: MINI Lifts drive success, [pdf] Limited Space, Available at: http://limited-space.com/downloads/mini_case_study.pdf Accessed 6th November 2012 Mini World. 2013. Mini Events. [online] Kelsey Publishing group. Available at: http://www.miniworld.co.uk/the-scene/mini-events Accessed 22nd April 2013 Mini, (2012) The Britalian Job, YouTube, [video online] Available at: http://www.mini.co.uk/campaigns/britalian-job/ Accessed 6th November 2012 Morris, A (2013) Provenance in the mass market [online] WGSN-homebuildlife, Available via: http://www.wgsn.com/content/report/HBL/Think_Tank/2012/December/ provenance_in_the_mass_market.html#telling_a_story Accessed 3rd January 2013 Mullen, B. Johnson, C. (1990) The Psychology of Consumer Behaviour. New Jersey: Lawrence Erlbaum Associates, Inc., Publishers. Noel, H. 2009 Basics Marketing 01: Consumer Behaviour, Safari Books Online [Online]. Available at: http://my.safaribooksonline.com/book/sales-and-marketing/9782940439249/ chapter-4-consumer-motivation-perception-and-attitude/case_study_the_harleydavidson#X2ludGVybmFsX0ZsYXNoUmVhZGVyP3htbGlkPTk3ODI5NDA0MzkyNDklMkYxMDI Accessed 12th November 2012 Pumphrey, A., Croft, M., Selwyn, E., (2004) An Insight into Britain’s coolest Brands 2004: Cool Brand Leaders. 1st ed. London: Superbrands Ltd Polhemus, T. (2013) The Language of Brands [online] Ted Polhemus, Available at: http://www.tedpolhemus.com/main_concept7%20467.html Last accessed January 16th 2013 46

Posner, H (2011). Marketing Fashion. London: Laurence King Publishing Ltd. 10-205. Randall, G, (1997) Branding. London: Kogan Page Limited Reinartz, Thilo, (2009). MINI: Size is Deceptive, International Luxury Distribution. ESSEC, Paris [online] Slide Share, Available via: http://www.slideshare.net/treinartz08/minipresentation-3726433 Accessed 8th November Rifkin, G. (1997) How Harley Davidson Revs Its Brand [online] Strategy-business, Available at: http://www.strategy-business.com/article/12878?gko=ffaa3 Last accessed November 23rd 2012 Roumeliotis, J,D. (2012) Lifestyle Branding: Engagement and the total experience Online] Available at: http://blog.entrepreneurthearts.com/2012/10/18/lifestyle-brandingengagement-and-the-total-experience/ Accessed 24th January 2013 Schley, B and Nichols, C. (2010) Why Johnny can’t brand – Rediscovering the lost art of the big idea. 2nd Edition. USA: Portfolio Penguin group Schmidt, H. 2013. Advertising Male verus Female. [online] Word Press. Available at: haleyroseschmidt.wordpress.com/2013/01/11/advertising-male-versus-female/ Last Accessed January 10th 2013 Simms C.D and Trott P, (2006) The perceptions of the BMW Mini Brand the importance of historical associations and the development of a model, [online] University of Portsmouth, Volume 15 p228-238, Available at: http://docushare.lib.rochester.edu/docushare/dsweb/Get/Version-64094/sample_article_withchart_citation.pdf Accessed 25th October The Peninsula. (2013). A Little Italy goes a long way - MINI Dans La Ville [online] PenCities. Avaliable at: http://www.peninsula.com/Hong_Kong/en/PenCities/PenCities_Hong_ Kong_Past_Editions/Mini_Dans_La_Ville/default.aspx Accessed 12th March 2013 Thompson, K (2006). Harley Davidson’s Marketing Strategy Overcome Competition. [online] Yahoo Voices, Available at: http://voices.yahoo.com/harley-davidsons-marketingstrategy-overcame-competition-141043.html?cat=35 Accessed 14th October 2012 Trend Hunter, (2012) Designer Car Collaborations, [online] Available at: http://www.trendhunter.com/trends/mercedes-benz-x-belle-sauvage Accessed 8th November 2012 Trend Hunter, (2011) Benz Branded Mobile Homes, (Online) Available at: http://www.trendhunter.com/trends/ketterer-continental Accessed 8th November 2012 Trend Hunter, (2012) Ferrari Storing Motor Abodes, (Online) Available at: http://www.trendhunter.com/trends/volkner-mobil-luxury-motor-home Accessed 8th November 2012 Vice, (2011) Mini Coupé All the wrong places, YouTube, [video online] Available at: http://www.vice.com/allthewrongplaces-2 Accessed 6th November 2012 WGSN Colour team, (2012) A/W 14/15 Global Colour direction [online] WGSN, Available via: http://www.wgsn.com/content/report/Creative_Direction/Autumn_Winter_2014_15/ a_w_14_15_global_colour_direction.html Accessed January 3rd, 2013 WGSN Colour team, (2012) Matrix & Key Colours [online] WGSN, Available via: http://www.wgsn.com/content/report/Creative_Direction/Autumn_Winter_2014_15/a_w_14_15_ global_colour_analysis/matrix.html Accessed January 3rd, 2013 WGSN Colour team, (2013) A/W 14/15: US colour edit - Pantone [online] WGSN, Available via: http://www.wgsn.com/content/report/Creative_Direction/Autumn_ Winter_2014_15/us_colour_edit_pantone_index.html Accessed January 3rd, 2013

WGSN Colour team, (2013) A/W 14/15: US key colours - CSI Color Wall [online] WGSN, Available via: http://www.wgsn.com/content/report/Creative_Direction/Autumn_ Winter_2014_15/us_colour_edit_key_colours_csi.html Accessed January 3rd 2013 WGSN Creative Direction team (2012) Rendering Reality [online] WGSN, Available via: http://www.wgsn.com/content/report/Creative_Direction/Autumn_Winter_2014_15/ a_w_14_15_macro_trends/rendering_reality.html Accessed January 4th2013 WGSN Print and Graphics Team. (2012) S/S 14 print and graphics forecast [Online] Available via: www.wgsn.com.ezproxy.ntu.ac.uk/content/report/design_forecast/print_and_graphics/ spring_summer_14/s_s_14_print_graphics_forecast.html (Accessed 30th April 2013) Whitefield, B (2011) Gourmet Food Trucks Use Social Media to Drive New Street-Food Scene, MINI space, [online] Available at: http://www.minispace.com/en_us/article/foodtruckculture/622/ Accessed 17th March 2013 Zeithaml, V et al. (2013) Services Marketing â&#x20AC;&#x201C; Integrating Customer Focus Across the Firm. 6th Edition. USA: The McGraw-Hill Companies

School of Art & Design

fcp3

Tutorial Record Sheet 2012/13

School of Art & Design

Module: Live Project Stage 1 Ref. no: FASH30001 Date: 25th Feb 2013 Name : Hanna Fowler

Learning outcomes  Produce a self determined body of work that demonstrates cultural and global discourses around theories and ideas in relation to fashion, communication and promotion  Use appropriate levels of research and methods of analysis relevant to the production of your proposal  Make informed selections and develop appropriate and creative solutions in relation to the application of visual communication  Question assumptions within the area of study through the ability to formulate independent judgment, contribute to discussions and articulate reasoned arguments Tutorial / Seminar Record Sheet Work to bring / prepare for session: All work done so far, including research and the main idea/concept to continue on.

fcp3

Tutorial Record Sheet 2012/13 Module: Live Project Stage 1 Ref. no: FASH30001 Date: 14th March 2013 Name : Hanna Fowler

Learning outcomes  Produce a self determined body of work that demonstrates cultural and global discourses around theories and ideas in relation to fashion, communication and promotion  Use appropriate levels of research and methods of analysis relevant to the production of your proposal  Make informed selections and develop appropriate and creative solutions in relation to the application of visual communication  Question assumptions within the area of study through the ability to formulate independent judgment, contribute to discussions and articulate reasoned arguments Tutorial / Seminar Record Sheet Work to bring / prepare for session: Critical path, inspiration for execution and any layout ideas for report.

Learning issues to discuss in session: Get feedback from Paul from S&X media Being MINI campaign and outcomes Promotional pack for dealerships/online version Lifestyle catalogue update Mention possible idea with food, ask if MINI have done this before.

Feedback from session: Being MINI: clear concept and they liked that we have focused on the brand experience Storytelling is a good way to get this idea across Good focus on the consumer Liked that we are thinking of reworking the lifestyle catalogue Make sure it is authentic and resonates with the consumer Make sure we are thinking about it commercially, think about how we could inter-link products together Liked the MINI food idea, suggested we look at MINI Space and maybe a possible link there Tasks for next session: Continue to work on outcomes of the brief, taking the feedback in to consideration. Develop MINI food idea and research this idea more

Learning issues to discuss in session: Do we need to have a methodology in this stage of the report? Are our planned executions meeting the learning outcomes? Run restaurant idea through with Matt to gain another opinion.

Feedback from session: Recommended to watch: The history of Ford, Channel 4. Thin about the lifecycle of the implementation and how each of the elements link to the lifestyle – create an info graphic to show journey and all consumer touch points.

Tasks for next session: Email Matt critical path and begin to think about chapter plan, which can also be emailed for guidance. Prepare presentation – Date will be emailed to confirm presentation date with Paul.

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Matthew Gill

Signed (student) Hanna Fowler

School of Art & Design

fcp3

Tutorial Record Sheet 2012/13

School of Art & Design

Module: Live Project Stage 1 Ref. no: FASH30001 Date: 11

April 2013

Name : Hanna Fowler

fcp3

Tutorial Record Sheet 2012/13 Module: Live Project Stage 1 Ref. no: FASH30001 Date: 10th May 2013 Name : Hanna Fowler

Learning outcomes

 Produce a self determined body of work that demonstrates cultural and global discourses around theories and ideas in relation to fashion, communication and promotion  Use appropriate levels of research and methods of analysis relevant to the production of your proposal  Make informed selections and develop appropriate and creative solutions in relation to the application of visual communication  Question assumptions within the area of study through the ability to formulate independent judgment, contribute to discussions and articulate reasoned arguments

Tutorial / Seminar Record Sheet Work to bring / prepare for session:

Interim presentation including work done to date, a summary of stage one and execution ideas and inspiration.

Examples of visuals, dealership box images, video edit and prepare any final questions or queries.

Learning issues to discuss in session:

Discuss any questions raised after presenting.

Get Matts opinion on binding details for lookbook.

Feedback from session:

Clearly shown how we have developed our idea and how we have applied our inspiration into our execution ideas. Brand ethos is strong and copy translates a clear message tapping into consumers and storytelling at the core of the campaign. Think about the return on investment with the dealership pack, are the right items included within the pack? Possibly suggest a pilot event for the MINI Kitchen instead of the tour?

Continue progressing with visuals.

Tasks for next session:

Will be confirmed via email from Matt.

Last tutorial – can email Matt examples of further visuals that will be displayed in the degree show if needed.

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Matthew Gill

Signed (student) Hanna Fowler

CRITICAL PATH

APPENDIX 1 - METHODOLOGY Method

Overt ethnographic research in the form of Day in the Life.

Visual experiment within focus group- Interactive data collection.

Survey: Market research into MINIs current applications.

Why

To understand consumer engagement with a mobile application. Monitoring which genres of apps are being used the most and how often consumers are engaging with applications on their mobile devices

To test ‘Derek’s app hierarchy theory’ and to see within the consumer group MINI will be targeting what are the main functionalities and attributes that a consumer wants and needs within a app.

It was important to establish the positive and negative factors within the current MINI application so the suggested new execution can best

Who?

Myself and two other team members piloted this research task to ensure a substantial amount of time was being measure and choosing a method that which was easiest for consumers to record their data usage. In total out of ten participants six sets of results were received. Four females and two males

Arranged in the style of a focus group twenty consumers a mix of seven males and 13 females were asked to arrange and order their priorities in relation to an app.

Five participants who all stated very different results within the previous method were ask to get involved within next stage. From the five contacted three replied with answers. One male and two females

How were they contacted?

Advertised via social media from all members of the group consumers were asked to get involved. Consumers who accepted were then contacted via email.

An email was sent out across University campuses along with it being advertised via social network feeds.

Targeted consumers from the previous reach method (above) were emailed a direct link to survey questions.

conducted

Research was recorded within consumers’ natural environments, as this was to understand their daily interaction and routine with their mobile phone.

Nottingham Trent University library.

Date

Appendix

Pilot conducted on the 18th April for 24 hours. Consumers were first contacted on the 19th April and research was undertaken throughout the week and all results were returned by the 26th April 2013.

Conducted 2nd May 2013. 2

Conducted 10th May 2013. Through email format.

Method

Why

Questionnaire.

To gain further responses and collect a variety of stories from MINI lovers, buyers and consumers.

Who?

By posting online a variety of demographic responded aged between 18 -35.

How were they contacted?

Posted via social media sites and consumers could share their story and remain annonmyous,

conducted

Online via social media sites.

Date

Originally posted within stage one the questionnaireasking consumer to get involved with sharing their stories of the MINI brand was reposted on the 20th April via all three-group members social media websites.

Appendix

APPENDIX 2

POST IT NOTE RESEARCH

From looking at Derekâ&#x20AC;&#x2122;s Heirarchy of App needs, we felt this was an important aspect of the app creation. To make sure we successfully created an app which was engaging and functional, we conducted a focus group where within an hour time period 20 people came and wrote down their App priorities, with one being the highest and five being the lowest. Each participant was given an information sheet about our project to look over and then asked to sign the piece of paper to consent to their answers being used in this project.

2A POST IT NOTE RESULTS Fuctionality was closely followed by attractiveness, a complete reversal to Derekâ&#x20AC;&#x2122;s pyramid opposite In fact 60% put attractiveness in either first or second place in their app needs

Functionality was listed as the top priority for most consumers over all the other options

This was not a factor consumers were interested in when it came to their app needs, over 50% put this as there number 5 need

Our results showed some similarities to Derekâ&#x20AC;&#x2122;s App needs, however there were some differences between his own hierarchy and what our consumers expected from an app.

APPENDIX 3 - DAY IN THE APP LIFE

Nottingham Trent University School of Art and Design

CONSENT FORM Our names are Michelle Mahoney, Amiee Littlefair, and Hanna Fowler. We are studying Fashion Communication and Promotion at Nottingham Trent University and we are in our third year. We are currently collecting research for our group project with S&X Media. If you need any further information about the project, or need clarification on anything, please don’t hesitate to contact us. Our e-mail address’ are: michelle-m@hotmail.co.uk, amieelittlefair@hotmail.com, hannafowler92@hotmail.com

We wanted to document what apps consumers used on a daily basis, and take note of any similarities between different consumer’s app usage, e.g. Social apps, gaming, utilities.

Project Title: “S&X would like you to look at the consumer, market and surrounding context regarding how to engage people with the MINI brand.” (See attached the full Brief)

A range of consumers were contacted to take part in this research through email, we recieved 6 responses back. We informed them of our project and emailed a consent form so they could view the aims of our research and understand that their information will be dealt with professionally.

Please read carefully and confirm your consent for your involvement of answering a few questions/being involved within a focus group and allowing your opinions, thoughts and comments to be used within our project. (Please note: You may be asked to download Apps to your phone) I confirm that the purpose of the project has been explained to me, that I have been given information about it in writing, and that I have had the opportunity to ask questions about the research. I understand that my participation is voluntary, and that I am free to withdraw at any time without giving any reason and without any implications for my legal rights. I give permission for the involvement to be recorded by research staff, on the understanding that the tape will be destroyed at the end of the project. I agree to take part in this project.

___________________ Name of respondent

__________ Date

__________________ Signature

For office use only Name of researcher taking consent …………………………………………. Date ……………………………………… Signature

Ellie Fowler Age: 18 Occupation: Student

Time 7.15am

How long spent 5 minutes

App name Twitter

Comments

7.55am

3 minutes

Pic Stitch

Edit photograph

8.05am

8 minutes

Instagram

Upload photograph

8.15am

5 minutes

Tumblr

8.45am

2 minutes

Spotify

9.05am

3 minutes

Twitter

10.35am

10 minutes

Candy Crush

10.50am

4 minutes

Etsy account

12.35pm

5 minutes

Ebay

12.40pm

1 minutes

Snap chat

12.42pm

1 minute

Snap chat

12.45pm

1 minute

Snap chat

3pm

4 minutes

Ebay

3.05pm

2 minutes

Spotify

Play music

To check on items

3.30pm

1 minute

Snap chat

3.35pm

1 minute

Snap Chat

3.45pm

5 minutes

Ebay

4.30pm

15 minutes

BBC revision app

6.45pm

5 minutes

Facebook

7.05pm

3 minutes

Pic stitch

8.30pm

3 minutes

Instagram

8.45pm

1 minute

Alarm

9pm

5 minutes

Twitter

Craig Stevens 35Craig Stevens Office Manager 35 Office manager Time 8.30

How long spent 10 minutes

What the App was + Comments Natwest Online Banking

8.55

15 minutes

Mail – checking emails

10.45

10 minutes

Sky Sports

12.30

10 minutes

Bet Fred

12.50

15minutes

13.20

10 minutes

Twitter – checking feed and updates Mail – checking emails

17.30

5 minutes

Twitter

18.30

15minutes

Football Manager – Game

19.00

10 minutes

Icomania – Game

21.00

8 minutes

Twitter – checking notifications

21.30

5 minutes

Instagram

21. 40

3 minutes

Twitter – checking notifications

23.48

10 minutes

Mail – Checking emails

Susan White 42 Dentist Receptionist Time

How long spent

What the App was + Comments PayPal – checking own selling items Groupon – checking for weekend deals Candy Crush – playing games

9.05

10 minutes

10.30

5 minutes

10.45

15 minutes

12.40

10 minutes

13.00

10 minutes

13.25

10 minutes

PayPal- checking own selling items NEXT – checking new arrivals

17.30

5 minutes

Candy Crush

17.40

10 minutes

19.00

20 minutes

PayPal – Accepting payment

20.30

40 minutes

21.00

10 minutes

21.40

20 minutes

Susan White Age 43 Occupation: Receptionist

ASDA – Online shopping Trip Advisor Trip Advisor Facebook – nightly check on notifications NEXT – buying items of clothing

Charlotte Humphries 23 Recent Graduate

Time 7.15am

How long spent 5 minutes

App name Twitter

8.05am

8 minutes

Instagram

10.20am

5 minutes

Tumblr

10.45am

2 minutes

Twitter

10.52am

3 minutes

Online Banking

11.30am

8 minutes

Instagram

11.43am

10 minutes

Topshop app

12pm

2 minutes

Facebook

12.35pm

4 minutes

Mail

1.05pm

1 minute

Bus times

1.08pm

4 minutes

ITunes

1.17pm

8 minutes

ASOS

1.45pm

3 minutes

Twitter

1.50

1 minute

Snap chat

1.54pm

1 minute

Snap Chat

2.15pm

5 minutes

Ebay

Comments

1.17pm

8 minutes

ASOS

1.45pm

3 minutes

Twitter

1.50

1 minute

Snap chat

1.54pm

1 minute

Snap Chat

2.15pm

5 minutes

Ebay

4.30pm

2 minutes

Twitter

4.35pm

5 minutes

Facebook

4.45pm

2 minutes

Mail

8.30pm

3 minutes

Instagram

9pm

10 minutes

BBC News

9.45pm

4 minutes

Banking

Outbid notification

Check headlines

Check balances

Outbid notification

APPENDIX 4 - APP CONSUMER RESEARCH MINI already have existing apps on the app store, however we felt that these did not best represent the MINI brand. We asked 4 consumers their opinions and thoughts on apps in general, then asked them to download the â&#x20AC;&#x2DC;MINI Cooperâ&#x20AC;&#x2122; App, navigate around the app for 5 minutes then complete a questionnaire we produced. These participants each gave their consent via email after we had emailed them the consent form and included information about the nature of our project

APPENDIX 4A- APP CONSUMER RESEARCH Questions for Focus group 1) What Apps do you download the most? (Scale 1 – 5: 1 Being the most, and 5 being the least) Social ………1……………………………………………… Gaming ……5……………………………………………… Photo…………2…………………………………………… Music/TV/Radio ………3………………………………. Utilities (Organisational/banking/notes) …3.. Other (Please state)

COOPER MINI APP 6

How did you find the ease of navigation? (Please highlight your answer. 10 Being excellent, and 1 being poor) Scale: 1 2

Comment:

The tabs are clearly marked but there seems to be a lot going on considering it’s been designed for use on a smartphone. The navigation is something I would expect more from their desktop site.

2) What is your favourite App? And why Comment:

Instagram is one of my favourite apps. I love being able to just upload a photo and not have to write a status describing what it is. I think it’s great that you can interact and start conversations with friends just by sharing a great looking photo.

3) How often do you log onto your favourite App? Comment:

Every day and at least 5 or 6 times during that day (depending on how busy I am throughout the day) 8

4) Do you follow brands on Apps? (Please highlight your answer) Yes No - If so, what do they offer you that you like? Comment:

I like that on Instagram they share behind the scenes footage that you wouldn’t see otherwise. I also like following them on Twitter because you can start a conversation with them and get them to personally reply to any queries.

How did you find the appearance of the App? (Please highlight your answer. 10 Being excellent, and 1 being poor) Scale: 1 2

Comment:

There’s no mistaking the fact it’s MINI branded, but it could definitely be a bit more interesting to look at. The type is pretty dull and it would be a bit more interesting to use if the appearance of the pages differed from each other.

How informative did you feel the App was? (Please highlight your answer. 10 Being excellent, and 1 being poor) Scale: 1 2 Comment:

There’s too much going on, that it makes it hard to read. Some areas require you to fill out a complete form that would be much quicker and easier to fill out via their desktop designed site. It makes me feel like I can be bothered to use it. So no, not very informative.

How do you think the App could be improved? Comment:

5) Do you like it when Apps send ‘Push notifications/Updates’? (Similar to Facebook) (Please highlight your answer) Yes No It is dependent on the app itself. I only really ask for push notifications from my social media apps. The others just become frustrating. Comment:

I think the design needs to be simpler, so it’s easier to read and more enjoyable to use. Could definitely do with an injection of colour. They seem to rely a lot on the black but MINI’s come in all different colours so I think the app could reflect that?

Questions for Focus group 1) What Apps do you download the most? (Scale 1 – 5: 1 Being the most, and 5 being the least) Social ……………………………………………………… 1 Gaming ……………………………………………………5 Photo………………………………………………………2 Music/TV/Radio ……………………………………….4 Utilities (Organisational/banking/notes) …..3 Other (Please state)

COOPER MINI APP 6 How did you find the ease of navigation? (Please highlight your answer. 10 Being excellent, and 1 being poor) Scale: 1 2 Comment:

7 – the app is quite easy to find your way through, with obvious headings at the top and clear copy that explains exactly where to find everything.

2) What is your favourite App? And why Comment:

My favourite App is Instagram because I enjoy sharing interesting images and the ability to ‘like’ other people’s content. 7 How did you find the appearance of the App? (Please highlight your answer. 10 Being excellent, and 1 being poor)

3) How often do you log onto your favourite App? Comment:

I am constantly logged onto my favourite app and access it around 15 times a day, although I only upload on average 4-5 times a week. Sometimes I also log onto the app website on my laptop to view the content there.

4) Do you follow brands on Apps? (Please highlight your answer) Yes No - If so, what do they offer you that you like? Comment:

I follow certain brands that offer vouchers or offers although they are very minimal and I rarely even use the vouchers they offer. I like to follow brands that create engaging interesting content, like videos or interesting images as they add something a bit more exciting to my usual news feed of boring status updates.

5) Do you like it when Apps send ‘Push notifications/Updates’? (Similar to Facebook) (Please highlight your answer) Yes No I always say ‘no’ to push notifications as I find them annoying. I prefer to go on to the app to check if I have any notifications when I have the chance, rather than Comment: being constantly bombarded with information from them. I prefer for it to be an active thing, engaging with apps rather than a passive thing that the app is in control of.

Scale: 1 2 Comment:

The app looks professional although it is also a little boring with a limited colour scheme.

8 How informative did you feel the App was? (Please highlight your answer. 10 Being excellent, and 1 being poor) Scale: 1 2

Comment:

The App contains a lot of information on all things to do with Minis which is obviously positive. However, I feel the app has a limited life span for each user as you would only need the app when looking for a new car (specifically a mini – so the people who would want the app are very limited anyway) and once you have purchased a new car, the usefulness of the app is redundant to the user.

9 How do you think the App could be improved? Comment:

The App could be improved by being more exciting – a more visually pleasing aesthetic, more exciting content like videos, interactivity, images, competitions and having a greater purpose than just to buy a new/used mini.

Questions for Focus group 1) What Apps do you download the most? (Scale 1 – 5: 1 Being the most, and 5 being the least) Social ……………………………3………………………… Gaming …………………………1………………………… Photo……………………………4………………………… Music/TV/Radio ……………2…………………………. Utilities (Organisational/banking/notes) …4.. Other (Please state)

COOPER MINI APP 7 How did you find the ease of navigation? (Please highlight your answer. 10 Being excellent, and 1 being poor) Scale: 1 2

Comment:

It was quite easy to navigate around the app.

2) What is your favourite App? And why Comment:

Skysport news app 8

Scale: 1 2

3) How often do you log onto your favourite App? Comment:

Comment:

Everyday

4) Do you follow brands on Apps? (Please highlight your answer) Yes tick No - If so, what do they offer you that you like? They tell you about upcoming sales or special promotions

Comment:

It was pretty poor for a multinational corporations app. Boring and no colour.

9 How informative did you feel the App was? (Please highlight your answer. 10 Being excellent, and 1 being poor) Scale: 1 2 Comment:

5) Do you like it when Apps send ‘Push notifications/Updates’? (Similar to Facebook) (Please highlight your answer) Yes No tick

How did you find the appearance of the App? (Please highlight your answer. 10 Being excellent, and 1 being poor)

It has latest offers which is handy for a person buying a mini

How do you think the App could be improved? Comment:

Make it more eye catching.

It’s a bit annoying. But occasionally it would be helpful at times.

APPENDIX 5 - DEALERSHIP TRANSCRIPT FROM STAGE ONE

Hanna: What is the customer’s reaction to it, do customers like buying into it store

there not expensive they are good quality we just don’t sell them and people have to be sold

or do they not really bother?

to in appose to buy something, If people are just walking around a shop in town to buy some-

Daniel: We don’t do enough of it really, Do we Simon? We don’t do enough selling

thing if somebody comes over and says oh can I help you at all you might get sold to, to buy

of the lifestyle products like the t-shirts?

something

Simon: No we don’t

Daniel: And sometimes when you’re in that frame of mind you know when you walk in

Matt: It’s expensive though, its really expensive stuff

somewhere and you go in to buy a TV buy you see and think oh a could do with a new DVD

Simon: I don’t think it is, it’s just not on show

and while you’re there your like oh what about this and this you start grabbing stuff it’s like a

Matt: For what it is its expensive

free fall sort of this, when you buy a car it’s that sort of thing and when you start to see other

Simon: twenty quid for a t-shirt

things, like I agree we should sell more and we should have more on display so people can at

Daniel: How much do you pay for one of your t-shirts Matt?

least have a look at it

Matt: How much do I pay? Daniel: you’d spend fifty quid on a t-shirt wouldn’t you? Matt: Yeh but Simon: No I think the main problem is we don’t have them on display, there nowhere that you can try them on, if staff wore them we could sell more of them, if you want staff to look quite smart and Amiee: Do none of use were any of the products as part of your uniform? Simon: No we don’t, the problem is if you do that people will forget to put the t-shirt on one day and replace it with a random t-shirt so at least with a stripy shirt people know we all work for mini compared to guessing with people just in t-shirts. No I think if we had them on display a bit like a boutique someone manning that

This is a short extract from he interview we conducted with the Nottingham dealership during stage one. A full transcript can be found in the Stage one document

boutique Daniel: With changing rooms Simon: Because when people buy a MINI they are making a lifestyle choice and they might buy the winter jackets the t-shirts, cufflinks, usb sticks the pens, I mean

APPENDIX 6 - INITIAL QUESTIONNAIRE 1. Please select your gender Male Female 2. Which age bracket do you fit into? 17-24 25-34 45-54 55+ 3. What was it that made you choose to buy a MINI? (Comment box) 4. How does it make you fell when you’re out driving your MINI? (Comment box) 5. What is your favourite memory with your MINI? (e.g. a destination you’ve drove to in it, certain music you play when you’re driving) (Comment box) 6. Do you have a name for your MINI? Yes No 7. Did you come up with a name at first sight? (e.g. place of purchase) Yes I knew the perfect name straight away No It took me a while I’ve changed the name since I first bought it to something else As stated I haven’t named by MINI 8. If you bought your MINI from a dealership, how did you find the experience of buying from there? (Comment box) 9. MINI is a customisable car, have you customised yours and if so what did you customise? 10. Are you aware MINI has a lifestyle collection? (Clothing Range) Yes I know about it I’ve heard about it but never actually seen No I’ve never heard about it

FROM STAGE ONE

Key results 6. Do you have a name for your MINI?

Yes = 30.8% No = 69.2%

Are you aware MINI has a lifestyle collection (Clothing range)? Yes I know about it 23.1% I’ve heard about it but never actually seen 0.0% No I’ve never heard about it 76.9%

‘The first drive home after buying it’ Anonymous, 2012

‘My first drive in my new mini’ Anonymous, 2012

‘I love it, I feel like i'm in a go cart!!! In a modern and stylish car, but still feel young when driving it. Having a mini feels like the world is your oyster and you can go anywhere....the mini is so reliable that distance is never an issue’ Anonymous, 2012

‘Driving to Sheffield for a girl’s weekend with a few friends, me driving in my MINI, my friend following behind driving her MINI, both convertibles with the roofs down’ Anonymous, 2012 70

APPENDIX 7

BEEFEATER GIN: #MYLONDON: Case Study In recent years, more and more brands have started using their consumers to generate campaigns and promote their products. Consumers are becoming increasingly more demanding and now expect brands to expand on the idea of a brand ‘experience’. Beefeater gin launched a campaign which used this trend and put the consumer at the forefront of their communication. They produced a website dedicated to consumers own photographs of ‘My London’, which captured the different viewpoints of the city from different perspectives. Thousands of photographs were uploaded online and from these over 1000 were picked to represent London on a limited edition bottle. The campaign was able to bridge the old and new worlds together by using online media and outdoor promotion to capture the attention of London residents. The campaign resulted in an online community of photographs celebrating the city and increased awareness of the brand, during the campaign they received over 4,500 unique site visits (Haygarth, 2012). Their online partnerships with different brands and a collaboration with Central Saint Martins University made the campaign gain momentum and sparked PR interest. It was able to use the ‘Instagram hype’ and current photo zeitgeist of our time to successfully promote their brand by using the consumers own interpretations.

APPENDIX 8: GAUGING SUCCESS

APPENDIX 9- VISUAL INSPIRATIONS 9A MINI KITCHEN GRAPHIC MENU DESIGNS TRAVELLING FOOD VANS PAPER PACKAGING FUN & ENERGETIC

9B LOOKBOOK & LAYOUTS