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Presentazione MINI.

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presentazione sulla mini come azienda prestando particolare attenzione alla campagna pubblicitaria LETS MINI LETS MOTOR anno 2002 curata da Ester Belfiore e Sebastiano Del Monte.

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Presentazione MINI.

  1. 1. 1<br />PROGETTO A CURA <br />DI <br />SEBASTIANO DEL MONTE<br /> E <br />ESTER BELFIORE<br />let's MINI<br />
  2. 2. CONCEPT<br /> Il 26 Agosto 1959 avviene il lancio della MINI• cambio a quattro marce inserito nel carter del motore• trazione anteriore• ruote da 10 pollici per non ingombrare• molle in gomma per le sospensioni.<br />Nasce la prima auto “piccola fuori grande dentro”<br /> 1961: lancio della Cooper• tenuta di strada incredibile• tettino verniciato • potenza di 55 cavalli.<br />Nel 2001 la Bmw in collaborazione con Rover , riprogetta la Mini. Vettura originale che diventerà , in poco tempo, leader nel settore.<br />2<br />let's MINI<br />
  3. 3. TRATTI DISTINTIVI<br />Il brand mini ha la capacità di attraversare il tempo.<br />Ha un’identità peculiare e una forte personalità: mini ha il suo stille, non è solo una macchina ma ha anche un’anima ed un cuore. <br />Il brand mini ha una grande capacità evocativa e comunicativa.<br />Richiama alla mente del consumatore un grande universo di valori, immagini e sensazioni.<br />Il brand MINI ha una qualità superiore alla media sia per le caratteristiche tangibili del prodotto sia per reputazione del brand. <br />MINI mantiene la sua coerenza di marcanel tempo: ha la capacità di mantenere il suo stile.<br />MINI ha la capacità di favorire l’aggregazione e la socializzazione dei consumatori intorno all’universo di valori di cui il Brand si fa portavoce.<br />3<br />let's MINI<br />
  4. 4. TARGET MASCHILE<br />Il destinatario del brand MINI è un giovane con una cultura medio/alta. <br />La propensione al nuovo, l’amore per l’avventura, l’apertura mentale, il forte desiderio di emergere e di appartenenza sono i tratti culturali che meglio descrivono il loro sistema di riferimento. <br />La forte propensione al consumo e all’acquisto di prodotti di qualità non è solo legata alla moda, ma anche all’espressione della propria personalità.<br />4<br />let's MINI<br />
  5. 5. TARGET FEMMINILE<br />Una giovane dinamica, attenta verso tutto ciò<br />che è indice di novità al passo con la moda, vuole essere<br />aggiornata sulle ultime conquiste nel campo della tecnologia<br />e del design.<br />È conquistata da una grafica accattivante, moderna e<br />originale, che risponde alle proprie esigenze di estetica più<br />che di praticità e di funzionalità, in quanto non è interessata<br />all’acquisto, ma al soddisfacimento della propria curiosità e<br />alla ricerca del “trendy” e del nuovo.<br />5<br />let's MINI<br />
  6. 6. TARGET FAMIGLIA (GIOVANE)<br />Elisa e Matteo hanno un bambino, Pietro, di tre anni, sono giovani e felici della bella famigliola che hanno creato. Lavoranoentrambi, sono molto dinamici, amano passare i fine settimana fuori città, in montagna o al lago, adorano circondarsi di<br />amici, con i quali si incontrano spesso il sabato sera per una cenetta, per parlare e per<br />giocare a carte, la loro passione. Matteo insieme a Pietro, vuole fare una bella sorpresa a Elisa, regalandole un’automobile che rispecchi il suo carattere vivace, sprint, elegante e nello stesso tempo sportivo. <br />Potrà usarla per svolgere le sue varie commissioni, tra le quali fare le compere e portare Pietro alla Scuola materna, ma anche<br />per uscire insieme ai suoi due amori: Matteo e Pietro.<br />6<br />let's MINI<br />
  7. 7. COMPETITOR<br />7<br />let's MINI<br />
  8. 8. VANTAGGIO COMPETITIVO<br />Memorizzabilità : facilmente riconoscibile e ricordabile<br />Significatività : il brand name rimanda alle sue dimensioni compatte e nel suo contesto di design è persuasivo<br />Piacevolezza : esteticamente piacevole ed attraente agli occhi del consumatore<br />Comunicazione : accattivante ed ironica,riscontrabile in una innumerevole serie di eventi ed advertising <br />let's MINI<br />8<br />
  9. 9. ANALISI AZIENDA<br />Successo a livello internazionale<br /><ul><li>Tre marchi BMW, MINI e Rolls-Royce Motor Cars
  10. 10. Punta in modo mirato alla qualità premium attraverso tutti i segmenti rilevanti dei mercati automobilistici internazionali
  11. 11. Impiega i punti forti dell’azienda ( fascino,modelli innovativi, sicuri,veloci assistenza clienti) con una coerenza mai vista nel settore
  12. 12. Bmw Group è tra le poche aziende che si sono rafforzate con la crisi mondiale
  13. 13. La sua strategia punta chiaramente ad una crescita redditizia
  14. 14. L’Italia è la nazione dove la MINI è maggiormente venduta</li></ul>9<br />let's MINI<br />
  15. 15. MINI. it<br />L’apparato di navigazione non è semplice e immediato: le informazioni e i modelli mini sono numerosi,rendono il sito dispersivo. Sono presenti talvota navigazioni trasversali complesse. <br />Lo sfondo è sempre nero e i testi hanno font bianco, sono utilizzati pochi colori, solo per le immagini e per le tabelle.<br />10<br />let's MINI<br />
  16. 16. Possibilità di tradurre il sito in innumerevoli lingue<br />11<br />let's MINI<br />
  17. 17. 1) Non si può visualizzare il sito a schermo intero.<br />12<br />let's MINI<br />
  18. 18. 2) Logo mini non cliccabile<br />3) Nella parte sinistra del sito troviamo i tre modelli mini in vendita, cliccabili<br />4) Personalizzazione Mini<br />5) Il pulsante home è sempre disponibile in ogni pagina<br />6) Il menu è nella parte superiore del sito:<br />- Non è presente la mappa del sito<br />- Possibile download delle immagini<br />7) Accesso al blog Mini<br />8) Banner pubblicitario della nuova “Mini Countryman”<br />9) Menù con i nuovi modelli della Mini<br />10) Menù inferiore con tutte le info: I tuoi dati, FAQ,newsletter, contatti, note legali, privacy, garanzia,sito BMW.<br />13<br />let's MINI<br />
  19. 19. 11) Possibilità di richiedere brochure, test drive e preventivo<br />12) Possibilità di confronto dei vari modelli<br />13) Possibilità di scaricare un gioco sul proprio dispositivo,per testare la propria abilità al volante<br />14) Ogni sezione ha l’opzione “dillo a un amico”, per essere sempre presenti sui vari social network<br />14<br />let's MINI<br />
  20. 20. 15<br />let's MINI<br />
  21. 21. LET’S MINI - LET’S MOTOR<br />Campagna pubblicitaria che nasce nel 2002, con lo scopo di accostare le doti dell’auto, a scene o azioni che si compiono nel quotidiano <br />Dinamica, garantisce un’esperienza, veicola emozioni attraverso il brand come serbatoio di avventure avvincenti<br /> Tutte le adv, racchiudono qualcosa di spettacolare<br /> La sigla Let’s MINI si alterna a Let’s MOTOR <br /> Tutta la campagna in poco tempo diventa un cult, per via dell’originalità che trasmette fin dal primo sguardo<br />Il DIRECT MARKETING (che Let’s MINI fa) come forma di comunicazione primaria, rende il brand mini ancora più forte, collocandolo nei vertici di mercato http://www.youtube.com/watch?v=YifCHJv43SM<br />Product Placement nel film The Italian Job, che fa di MINI l’auto giovanile dei desideri http://www.youtube.com/watch?v=1rBPRgexfDU<br /> Let’s MINI diventa il nome del fans club ufficiale mondiale degli amanti della piccola inglesina<br />16<br />let's MINI<br />
  22. 22. LET’S MINI. AMBIENT ADVERTISING<br />1. In questa attivita’ di ambient marketing non compare mai l’immagine della vettura, tutto è delegato al marchio nella sua massima rappresentazione.<br />17<br />let's MINI<br />
  23. 23. 2. AMBIENT Mini cooper in un impianto di risalita a Molina. Da notare la particolarità dell’ adv, che la rendono adatta a molteplici SITUAZIONI.<br />18<br />let's MINI<br />
  24. 24. 3. AMBIENTDUE PALME CURVE, CREATE PER DARE IL SENSO DI VELOCITA’ E POTENZA<br />19<br />let's MINI<br />
  25. 25. 4. AMBIENT, NELLO SPAZIO … <br />20<br />let's MINI<br />
  26. 26. 1.OUTDOOR<br />21<br />let's MINI<br />
  27. 27. 2 OUTDOORGERMANIA.MINI DIVENTA UN PRATICO YO-YO,MILLE USI PER MILLE NECESSITA’.<br />22<br />let's MINI<br />
  28. 28. 3 OUTDOORDISTRIBUTORE AUTOMATICO MINI A NEW YORK<br />23<br />let's MINI<br />
  29. 29. PRINT. 1MINI ACCOSTATA AD UN APE,SIMBOLO DI AGILITA’ E DIREZIONALITA’.<br />24<br />let's MINI<br />
  30. 30. 2. PRINT,MINI ACCOSTATA AD OGGETTI QUOTIDIANI<br />25<br />
  31. 31. 3. PRINT<br />26<br />let's MINI<br />
  32. 32. 4.PRINT,LA MINI PIU’ SPORTIVA, COSI’ VELOCE DA “GRATTARE” LE RIGHE DI VERNICE SUL MANTO STRADALE<br />27<br />let's MINI<br />
  33. 33. VIRAL MARKETING, AMSTERDAM.<br />28<br />let's MINI<br />
  34. 34. PUBBLICITA’ TELEVISIVE LET’S MINI-LET’S MOTOR<br />http://www.youtube.com/watch?v=jOCtHlFGWZ8&NR=1<br />http://www.youtube.com/watch?v=S-Bd5nnnCyI<br />http://www.youtube.com/watch?v=chL0q_RAoFg&feature=related<br />http://www.youtube.com/user/MiniCooperNews#p/a/u/1/ip2PZ-qJGNM<br />http://www.youtube.com/watch?v=pnCLcDWUm0Q<br />http://www.youtube.com/watch?v=a5HEsxi-nNk<br />http://www.streetfire.net/video/mini-cooper-vs-bike_489199.htm<br />http://www.welovead.com/en/works/details/eeazjlsE<br />http://www.youtube.com/watch?v=nR1qxhLSZ8M<br />http://www.youtube.com/watch?v=5vWrYtH6dtE&feature=related<br />SPOT VIRALE ITALIANO SUL WEB<br />29<br />let's MINI<br />
  35. 35. EVENT<br />30<br />let's MINI<br />I proprietari di 23 MINI, hanno creato da centinaia di lattine la parola “Let’s MINI” a Fuzhou Fujian; l’evento datato 4 novembre 2009 è ricaduto il giorno del 50° anniversario della nascita del brand. <br />
  36. 36. “Chi ferma la pubblicità per risparmiare soldi, è come se fermasse l'orologio per risparmiare tempo!”<br />H. Ford<br />31<br />let's MINI<br />

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