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Mini Cooper: Awesome Integrated Campaign: Lecture 9_Oct21
The document describes an integrated marketing campaign created by Crispin Porter Bogusky for the Mini Cooper automobile brand. The campaign's big idea was "Let's Motor" and it aimed to reintroduce the Mini Cooper brand to the US market in a unique, non-traditional way. Rather than traditional advertising, the campaign focused on magazine placements, outdoor advertising, and the brand's website. It used bold, minimalist design and portrayed the brand in a fun, cheeky voice. The campaign included sticker cards, a roof design generator on the website, and small print ads to bring the big idea to life across multiple channels. The goal was to make Mini a cultural icon and attract influential early adopters.
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Mini Cooper: Awesome Integrated Campaign: Lecture 9_Oct21
- 1. Awesome Integrated Campaign AD 216: Class 9, 10/21/14 Gina Collura, Creative Director
- 2. What is an Integrated Campaign? - 360 Campaigns - Make brands famous - Help build or launch brands - Get a brand into pop culture - Cause disruption - Zag - Transcend just advertising - Rely on a BIG IDEA
- 3. Integrated Campaigns typically include: • TV • Print • Digital • Guerrilla • Outdoor/Billboard • Dimensional/Direct Mail • Stunt • Other/Invented Media
- 4. Integrated Campaigns AreNOT: Matching Luggage: Same headline + Same visual Matchy, matchy, matchy
- 5. Integrated Campaign: Mini Cooper Big Idea: Let’s Motor Campaign launched in 2002 Agency: Crispin Porter Bogusky (CPB)
- 6. This is aUK car. The original Mini was introduced to the US in 1959 (sold until 1967). It re-launched in the US in 2002. Integrated Campaign: Mini Cooper
- 7. - Over 4million sold between 1959 to 2000 - Brought mobility to the masses in post-war Berlin - Appealed to celebrities (Beatles) - Gained cult status (UK equivalent to the VW Beetle) - Iconic Design - Fun to drive The Mini Cooper: a sixties icon
- 8. - It’s fun,sporty, go-kart-like handling - It’s fashionable, trendy, customizable - It’s British - It has a strong history—the sixties What makes a Mini?
- 9. This is afun car. - Exciting - Stylish - Customizable MINImalism - Do more with less
- 10. CPB wanted tolaunch it in the US in a big way, that was completely fresh, new, and untraditional/unconventi onal. Integrated Campaign: Mini Cooper
- 11. The goal ofthe campaign is to create a brand icon. Integrated Campaign: Mini Cooper
- 12. Mini unveiled its"Let's Motor” campaign without TV or conventional campaigns. Instead, they concentrated on three areas: magazine, out of home and its Web site, Miniusa.com. Mini marketers want to attract opinion leaders and tech-savvy professionals who influence the vehicle purchases of others. Integrated Campaign: Mini Cooper
- 13. "We have tobe creative in our marketing and look for clever ways to have $1 seem like $2," Mini CEO says. "Everything we do has to reflect the unique, fun, cheeky nature of the Mini brand in a holistic, 360-degree Mini way." Integrated Campaign: Mini Cooper
- 14. Mini arrives asU.S. culture is enamored with sport utility vehicles and cars "as intimidation machines," said Andrew Keller, ACD. "Rather than give explanations of Mini features, we asked ourselves, 'What might Mini have to say?'" What was happening in US car sales?
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- 16. Big Idea: Let’s Motor The brand voice was heroic and was written like a manifesto The look + feel was clean, bold, celebrated the car The brand behaved differently: - Lots of outdoor/billboards/guerrilla - Stickers, postcards - A guidebook, an encyclopedia - Print ads that were “interactive” - Roof design generator - A web site that helped you customize your car
- 17. Big Idea: Let’s Motor How is motoring different from driving? The difference is in the mind of the operator. When you drive, you go from A to B. When you motor, you go from A to Z. It’s all about living. Nobody can tell you when your motoring. You just know. Let’s motor. --Crispin Porter Bogusky Web site
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- 22. Small space adsin New Yorker
- 36. Sheet with eightsticker collector cards: Muscle MINI, Modified MINI, Monte Carlo MINI, Molten MINI, MENSA MINI, Mission MINI, Messenger MINI, Muddy MINI.
- 37. MINI ROOF DESIGNGENERATOR
- 41. Re-Cap Integrated Campaignsrely on a Big Idea They demonstrate how a Big Idea comes to life - How a Big Idea “manifests”
- 42. Next Week: 10/28 Class 10 Pick a product found on Quirky.com Create a Big Idea that will be part of an Integrated Campaign 1. Create a name for your Big Idea 2. Write 5-7 sentences that describe the idea, including an insight 3. Create an Outdoor/Guerilla expression of the idea SEE HANDOUT
Editor's Notes
- #21 LET’S RECREATE AUTOMOTIVE HISTORY.* Let’s see what this street legal go-kart can do. Let’s find a big, empty parking lot. Let’s bust out the orange cones. Let’s pull out the stopwatch. Let’s set a slalom course for adventure. Let’s get ready. Let’s get set. LET’S MOTOR.™ From early 2004 we have this interactive ad insert from Crispin Porter + Bogusky. The fold-out ad has 8 punch-out folding orange cones to set up your own slalom course. The footnote of the ad reads: *Road & Track puts tons of new cars through their 700-ft. slalom test to measure handling and agility. It’s kind of a big deal. And considering a stock MINI Cooper beat some pretty serious rides, including the Dodge Viper SRT-10 and Porsche 911 Turbo, you may want to tell your friend riding shotgun to eat a very light lunch. The MINI USA catalog number is INS001-04. The ad insert can be found inside the following magazine issues: Fast Company. Issue 80. March 2004. (between pages 36 & 37) FHM. April 2004. (between pages 88 & 89) Men’s Fitness. March 2004. (between pages 24 & 25) Road & Track. Vol. 55, No. 7. March 2004. (between pages 32 & 33)
- #22 Let’s show the world who’s got the wheel. Let’s make sure they know who’s riding shotgun. Let’s pick the perfect alias. Let’s pretend we’re fighter pilots. Let’s take it way too seriously. Let’s not take it seriously at all. LET’S MOTOR.
- #23 A small space ad in the New Yorker
- #33 LET'S SIP, NOT GUZZLE. Let's leave the off road vehicles off road. Let's stop pretending we live in the jungle. Let's stop intimidating each other. Let's not use the size of our vehicle to compensate for other shortcomings. Let's reclaim our garage space. Let's be nimble. Let's be quick. Let's be honest. LET'S MOTOR.™
- #34 LET'S BURN THE MAPS. Let's get lost. Let's turn right when we should turn left. Let's read fewer car ads and more travel ads. Let's not be back in ten minutes. Let's hold out until the next rest stop. Let's eat when hungry. Let's drink when thirsty. Let's break routines, but not make a routine of it. LET'S MOTOR.™
- #35 LET'S PUT AWAY THE MIDDLE FINGER. Let's lay off the horn. Let's volunteer jumper cables. Let's pay a stranger's toll. Let's be considerate of cyclists. Let's keep in mind automobiles were created to advance civilization. And for crying out loud, let's remember to turn off those blinkers. LET'S MOTOR.™
- #37 Let's customize. Let's personalize. Let's paint. Let's decal. Let's be bold. Let's go all the way. Let's go so far we become caricatures of ourselves. LET'S MOTOR.™
- #38 LET'S IMPROVE THE BIRD'S EYE VIEW. Let's checkerboard. Let's American flag. Let's British flag. Let's Papua New Guinea flag. Let's be bold. Let's consider some options. let's give our coffee cups something to look at in the morning. Let's let people in high rises know what we're about. Let's be able to pick out our car from the 38th floor. LET'S MOTOR.™ Let's be bold. Let's go all the way. Let's go so far we become caricatures of ourselves. LET'S MOTOR.™