The document outlines an advertising campaign for Mini Cooper aimed at combating perceptions of Minis being small and unsuitable for some lifestyles. The campaign's key message is "Bigger Than You Think" and will show through print and TV ads as well as guerrilla marketing tactics that Minis can accommodate more cargo than expected. The target audience is primarily 20-45 year old professionals who value style and efficiency. The goals are to position Minis as perfect cars for all needs and expand their appeal beyond stereotypical views of being just small, European vehicles.

1. Mini Cooper
"BIgger Than You Think"

2. Mini Cooper
"BIgger Than You Think"

3. Our Goal: Advertising Objective
To show the Mini can be
a perfect car for all needs
and all people
and combat the typical small car mentality.

4. Target Audience
Who are we talking to?
Primary:
20-45 year old men and women
professional
style ‘aware’ with a bit of disposable income to justify
the purchase
live in densely populated areas- importance of size &
efficiency in a vehicle
Secondary:
45+
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5. Key Consumer Insights
-Many people believe Mini is stereotypically European,
small, and
insufficient for their lifestyle.
-The US is a prime location to target vehicle sales with as there is
812 vehicles per 1,000 people.
-New trend of purchasing more economical vehicles in the United
States and this is something the Mini brand can utilize when introducing
their product line.
-Those who drive Minis
love them!

6. The Big Idea
"Bigger Than You
Think"

7. Print Ads

10. TV Spot

11. Internet Banner

12. Guerilla Tactics
How much can you fit in a MINI?
• Contests: MINIs will be placed outside of grocery stores or during busy holiday
shopping times, this contest with consist of how much people think can fit in the
trunk of a MINI
- Placement: Large U.S. cities such as Los Angeles, Chicago or New York

13. What holds more?

14. Guerilla Tactics
-Sidewalk audience, many items placed
around parked Mini: What do you think will
fit inside?
-Truck drives up with a fully packed bed
alongside an empty mini. Both park on curb
and transfer truck's load into Mini to show
its size

15. Campaign Strengths
1) Shows the versatility of the Mini
-good for families, college
-There's a Mini for all
2) Gives the vibe of a fun car, part of the Mini
feel
3) Functionality: able to handle all of the
things in your life