This document summarizes a workshop about driving brand success through creative marketing strategies. It discusses case studies of how Mercedes-Benz successfully targeted younger consumers through an advertising campaign for the C-Coupe, and how MINI launched its brand in Canada and exceeded sales targets through a teaser marketing strategy across TV, magazines, outdoor advertising, and guerilla tactics. Both campaigns leveraged insights into their target audiences to connect with them through unexpected channels and established new brand perceptions.

1. !
Canada's Next top Ad Exec!
Workshop!
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University of Toronto, Scarborough Campus!
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November 28, 2012 !
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Joachim Ravoth
Driving Brand Success!
| jravoth@mac.com | www.ravoth.com linkedin/ravoth | twitter/ravoth | posekim/blogspot.ca "

2. Great Creative Drives Great
Results."

3. Joachim Ravoth
Driving Brand Success"

4. Mercedes'Benz+Logo+
MERCEDES-BENZ C-COUPE"

5. The Way It Was"
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Mercedes had a bit of a stodgy brand perception in Canada."
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The C-Class was intended to offer a new generation of consumers a
reasonably-priced, yet completely desirable entry into the Mercedes-Benz
family."
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In summer, 2001, the C-Coupe was introduced to a younger, more hip
audience Mercedes wanted to target."
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6. The Problems We Faced"
Stiff competition in the sport coupe category, with established players like BMW
dominating mind share of our intended youthful, performance-driven audience."
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Stigma and perception around the Mercedes brand as relevant only to older, more
established, more predictable consumers."
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Our target audience audience would never think of setting a foot in a Mercedes-
Benz dealership."

7. The Insights We Uncovered"
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The youthful, energetic audience we were coveting needed to feel invited to explore
the Mercedes brand and the C Coupe."
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Connecting our target in unexpected, un-Mercedes places was key to demonstrating
an authentic and believable change within the brand."
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8. The Action We Took"
We used an unexpected tone for Mercedes, designed to intrigue a new kind of customer."
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A media onslaught was planned to grab attention of hip, trendy, urban consumers in their
own environment."
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This activity was anchored by an aggressive Cinema advertising campaign."
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An under the radar initiative was developed to coincide with the Toronto International
Film Festival. "

9. Outdoor - C Coupe"

10. Outdoor - Spotlight"

11. Magazine Ad"

12. Wild Postings"

13. Under the Radar Initiative"

14. The Results We Got"
Mercedes had seen a marked increase in showroom traffic among younger consumers. "
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In addition, the campaign drew a great deal of press around Mercedes effort to appeal to a
younger audience."
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Most importantly, the C-Coupe was sold out in Canada until spring 2002. "
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Rejuvenated the brand and made it accessible to a younger and more hip audience."
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15. MINI COOPER"

16. "
Launch Campaign"
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Spring 2002"
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17. Objectives"
Generate awareness for the MINI"
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Establish brand platform and personality of the car"
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Sell cars 2,700 cars "
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18. Strategy"
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Tease and entice the consumer."
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Profile the emotional & rational sides of the car."
Translation - don t underestimate the MINI."
What you get = power, handling, design & quality."
What you feel = worldly, smart, hip."
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19. Brand !
Positioning!
Personality: " "Mischievous!
! !Gutsy!
! !Fun!
The Mini is the little car that can. It is ballsy with lots of attitude and full of
unexpected surprises. The bad boy on the road, that is unexpected,
unconventional and likes to break the rules and gets away with it because of its
performance and heritage. It is always looking for kicks and likes to stand out in
the crowd."
Promise: " "Concentrated Power"
The Mini is small but potent. It is a firecracker or a hot tamale that packs a
surprising punch."

20. Media Vehicles"
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" Media Mix
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TV Lifestyle Magazine Outdoor Brandshaper Radio
National National/Regional/City Urban Innovative Local
Big Image Builder Highly targeted environment Street Level Attention getting targeted
Highest Reach High Reach Matched to lifestyle (Cage, MINIonthewall, Airport) cost effecient/frequency
Role of Media
TV Lifestyle Magazine Outdoor Brandshaper Radio
'Air Cover' #2 influencer In your face Very targeted Very targeted
Image & Impact Copy potential Where the target is matches brand High Frequency
#1 influencer Targeted environment Good Summer Medium picque interest Drive offer/value

21. Magazine "

22. Newspaper "

23. Newspaper "

24. Washroom Board "

25. Transit Shelter "

26. Billboard"

27. Television"
Fun" Space"
Safety" Cop"

28. Post Cards"

29. Guerilla"

30. Guerilla"

31. Brand Shapers - Slingshot"

32. Guerilla"

33. Results"
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Sales of the MINI Cooper reached new heights in June 2003."
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High awareness - 63.1% had heard of the MINI."
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Brand personality established (unique 80%)."
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34. Results"
2003:"
Obie Award - Billboards "
Obie Award - Print Campaign"
Advertising Design Club of Canada - TV, Radio and Print"
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2002: "
Advertising Design Club of Canada - Transit shelter"
Applied Arts - TV spot Anthem"
Applied Arts - Advertising/ Promotion"
Applied Arts - Billboard"
Applied Arts - Newspaper"
Applied Arts - 0ut-of-Home"
Bessies - TV Spot Anthem"
Communication Arts - Sales Promotion Build your own MINI "
Award Show"
Extra Awards - Auto Dealer " Speeding Ticket ""
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35. "
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Marketing Strategy | Branding | Online & Social Media"
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Joachim Ravoth
Driving Brand Success"
416.356.8173 | jravoth@mac.com | www.ravoth.com | "
linkedin/ravoth | twitter/ravoth | posekim/blogspot.ca | "
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