Presented by Matthew Cox, Matilda Coulson, and Lucy McLaren at the IPA Summer School Graduation Ceremony 2010 in response to a LIDI Creative Brief for the newly released MINI Countryman. Appointed winning presentation by Neil Francis and Chris Whitson of SFW.

1. IPA Summer School Presentation
September 2010

2. AGENDAAGENDA
Challenge
Insight
Solution
Communication Plan
Creative

3. CHALLENGECHALLENGE
To convince people the MINI Countryman
is their perfect car
Other MINIs:
Too small
Too expensive
Too impractical
‘Now there’s nothing stopping you from
having a MINI’

4. INSIGHT: Everyone has different
PRIORITIES when purchasing car,
but all agree Countryman is super
stylish
TGI DATA Dealerships
Survey Monkey
Mosaic Profiles

5. HAPPY FAMILIES:
‘Upscale New Owners’
Index: 267
(usually need bigger family car)
INSIGHT: Trendy parents, looking
to combine practicality and style
SYMBOLS OF SUCCESS:
‘Corporate Chieftains’
Index:386 (Cooper S)
INSIGHT: Own lifestyle cars,
buying into brand values

6. INSIGHTINSIGHT
Who are MINI lovers?
Fun, Gregarious, Curious
With positive brand memories
Everyone finds it difficult to choose a new car.
But MINI people want it all: no compromising;
style, the fun of go-kart handling,
practicality for kids, and value.

7. PROPOSITIONPROPOSITION
THE MINI COUNTRYMAN
‘Something you’ll all agree on.’
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 I’m not selling
my soul to a people
carrier yet I can fit
my golf clubs in the
back!’
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 I’m not selling
my soul to a people
carrier yet I can fit
my golf clubs in the
back!’
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!’
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!’

8. THE BIG IDEA:THE BIG IDEA:

9. SOLUTION:SOLUTION:

10. DATA CAPTURE
DATA CAPTURE OCCURS ON ANSWERING EACH CLUE:
HOW YOU BENEFIT?
• COMMUNICATION + SECONDARY PRIZES TAILORED TO
YOU!

11. MICROSITEMICROSITE
WIN YOURS!
‘Hang on, lads, I've
got a great idea!’
Answer the trivia
questions below for your
chance to win a free
Countryman, customised
to your personal style.
It’s that simple.
The quote above is from
what iconic film?
CLICK TO ANSWER

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. FACEBOOKFACEBOOK

14. EMAILEMAIL

15. SEO (Google Search)SEO (Google Search)
 ‘FUN CAR’
 ‘FAMILY CAR’
 ‘MINI QUEST’
 ‘COUNTRYMAN QUEST’
 ‘WIN A CAR’

16. ‘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.
THE TIMESTHE TIMES

17. FACEBOOK ADFACEBOOK AD

18. BANNER ADSBANNER ADS

19. Mr Bean LIVE FEEDMr Bean LIVE FEED

20. COSTINGSCOSTINGS
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. POOL OF LEADS
Convert Engage Fulfilment
Banner ads
Website
MINI Quest
DM
Email