Mini IPA Presentation

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The winning team presentation as part of the IPA Summer School(presented with Matilda Wilding Coulson and Lucy McLaren).

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  • BE MORE THAN CAR ITSELF – NEED TO EXCITE, LEADING THEM TO CAR
  • Released through FB feed and on microsite- hyperlink to microsite! Point based system to reward Point based reward system Engagement of family Reinforcement Brand Identity Countryman is extension, not dilution of MINI brand Prizes tailored to individual 5 x Customised Countryman Days out Sharing clues & answers quick answer Sharing clues and answers with friends (opportunity to catch up) DATA CAPTURE When signing up, we ask for email address and permission to contact in future Prizes
  • Car revolves, encouraging click through to MINI website wh
  • Data extracted from MINI database (know drivers <1 year often locked in with finance plan)
  • Mini IPA Presentation

    1. 1. IPA Summer School Presentation September 2010
    2. 2. AGENDA <ul><li>Challenge </li></ul><ul><li>Insight </li></ul><ul><li>Solution </li></ul><ul><li>Communication Plan </li></ul><ul><li>Creative </li></ul>
    3. 3. CHALLENGE <ul><li>To convince people the MINI Countryman is their perfect car </li></ul><ul><li>Other MINIs: </li></ul><ul><li>Too small </li></ul><ul><li>Too expensive </li></ul><ul><li>Too impractical </li></ul><ul><li>‘ Now there’s nothing stopping you from having a MINI’ </li></ul>
    4. 4. <ul><li>INSIGHT: Everyone has different PRIORITIES when purchasing car, but all agree Countryman is super stylish </li></ul>TGI DATA Dealerships Survey Monkey Mosaic Profiles
    5. 5. <ul><li>HAPPY FAMILIES: </li></ul><ul><li>‘ Upscale New Owners’ </li></ul><ul><li>Index: 267 </li></ul><ul><li>(usually need bigger family car) </li></ul><ul><li>INSIGHT: Trendy parents, looking to combine practicality and style </li></ul>SYMBOLS OF SUCCESS: ‘ Corporate Chieftains’ Index:386 (Cooper S) INSIGHT: Own lifestyle cars, buying into brand values
    6. 6. INSIGHT <ul><li>Who are MINI lovers? </li></ul><ul><li>Fun , Gregarious , Curious </li></ul><ul><li>With positive brand memories </li></ul><ul><li>Everyone finds it difficult to choose a new car. </li></ul><ul><li>But MINI people want it all: no compromising; style , the fun of go-kart handling, practicality for kids, and value . </li></ul>
    7. 7. PROPOSITION <ul><li>THE MINI COUNTRYMAN </li></ul><ul><li>‘ Something you’ll all agree on . ’ </li></ul>Mum : ‘The higher driving position is safer, it’s environmentally friendly, and I’ll look cool at school gates’ Child : ‘Finally I wont be embarrassed getting out of the car in front of my friends. And maybe one day they’ll let me drive it! Dad : ‘It’s beefy, and we’re not selling our souls to the people carrier, and I can fit my golf clubs in the back!’
    8. 8. THE BIG IDEA:
    9. 9. SOLUTION:
    10. 10. DATA CAPTURE <ul><li>DATA CAPTURE ON ANSWERING CLUE: </li></ul><ul><ul><li>TAILORED COMMUNICATION + SECONDARY PRIZES </li></ul></ul>
    11. 11. MICROSITE WIN YOURS! Answer the trivia questions below for your chance to win a free Countryman, customised to your personal style. It’s that simple. Hang on, lads, I've got a great idea is a quote from what iconic film CLICK TO ANSWER
    12. 12. Raising awareness of car and competition 100k Imp 5,000 Inv 300k Imp 15000 Inv 200k Imp 10000 Inv 200k Imp 10k Inv 100k Imp 5000 Inv 100k Imp 10k Inv TOTAL INVOLVED:100,000 c.20,000 completed all clues
    13. 13. FACEBOOK
    14. 14. EMAIL
    15. 15. SEO <ul><li>FUN CAR </li></ul><ul><li>FAMILY CAR </li></ul><ul><li>MINI QUEST </li></ul><ul><li>COUNTRYMAN QUEST </li></ul><ul><li>WIN A CAR </li></ul>
    16. 16. THE TIMES ‘ Hang on lads, I’ve got a great idea.’ Who said this and in which film? Enter your answer at www.miniquest.com for your chance to win A MINI Countryman, customised to your personal style. At MINI, we think we have a pretty great idea too. The MINI Countryman, whilst retaining MINI’s infamous go-kart handling and iconic styling, has more space (with a whopping 350l luggage capacity). We’re sure you’ll agree, it’s a great idea.
    17. 17. FACEBOOK AD
    18. 18. BANNER ADS
    19. 19. Mr Bean LIVE FEED
    20. 20. COSTINGS Activity Cost Email £10,000 Secondary Prizes £15,000 DM – (fulfilment) £30,000 Microsite SEO £50,000 £10,000 Banner Ads £40,000 The Times £40,000 Rowan Atkinson cost £8,000 Total £213,000 (£10,000 contingency)
    21. 21. POOL OF LEADS Convert Engage Fulfilment Banner ads Website MINI Quest DM Email

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