Mini Cooper: Awesome Integrated Campaign: Lecture 9_Oct21

Awesome Integrated Campaign

AD 216: Class 9, 10/21/14Gina Collura, Creative Director

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

Integrated Campaignstypically include:

• TV• Print• Digital• Guerrilla• Outdoor/Billboard• Dimensional/Direct Mail• Stunt• Other/Invented Media

Integrated CampaignsAre NOT:

Matching Luggage:Same headline + Same visual

Matchy, matchy, matchy

Integrated Campaign:MiniCooper

Big Idea:

Let’s Motor

Campaign launched in 2002

Agency: Crispin Porter Bogusky(CPB)

This is a UK car.

The original Mini was introduced to the US in 1959 (sold until 1967).

It re-launched in the US in 2002.

Integrated Campaign:MiniCooper

- Over 4 million 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

TheMiniCooper:a sixtiesicon

- 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?

This is a fun car.- Exciting- Stylish- CustomizableMINImalism- Do more with less

CPB wanted to launch it in the US in a big way, that was completely fresh, new, and untraditional/unconventional.

Integrated Campaign:MiniCooper

The goal of the campaign is to create a brand icon.

Integrated Campaign:MiniCooper

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:MiniCooper

"We have to be 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:MiniCooper

Mini arrives as U.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?

2002:The Competition

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

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

The Mini

Small space ads in New Yorker

Sheet with eight sticker collector cards: Muscle MINI, Modified MINI, Monte Carlo MINI, Molten MINI, MENSA MINI, Mission MINI, Messenger MINI, Muddy MINI.

MINI ROOF DESIGN GENERATOR

Re-Cap

Integrated Campaigns rely on a Big Idea

They demonstrate how a Big Idea comes to life- How a Big Idea “manifests”

Next Week: 10/28 Class 10

Pick a product found on Quirky.comCreate a Big Idea that will be part of an Integrated Campaign

1. Create a name for your Big Idea2. Write 5-7 sentences that describe the idea, including an

insight3. Create an Outdoor/Guerilla expression of the idea

SEE HANDOUT