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Mini cooper

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Mini cooper

  1. 1. MINI COOPER By: Jenn, Mila & Tanya
  2. 2. MINI COOPER
  3. 3. • MINI provides an alternative culture of driving - a closer relationship between driver, car, and road, and a unique ability to elicit an emotional reaction.
  4. 4. PROJECT GOALS • Small car in the land of SUVs • Develop MINI brand experience • Campaign that generates BUZZ • Achieve sales targets in North America • Transform the MINI to American iconic status
  5. 5. PROCESS • This is NOT a fad! • Ten characteristics of iconic brands ... MINI had them all • Smile-generating machine • Usenontraditional media and traditional media in unconventional ways • Create endless opportunities for people to come in contact with the MINI • “Let’s Motor”
  6. 6. RESULTS • Awareness quadrupled, sales exceeding expectations by 50% • North American Car of the year in 2003 • 2004 MINI reached 85% awareness • Surpassed sales projections every month since launch
  7. 7. CURRENT BRAND MESSAGE
  8. 8. MAIN DIRECT COMPETITORS Smart Car Volkswagen
  9. 9. SOCIAL MEDIA CAMPAIGN Build your own car.... Win a car!!!!
  10. 10. SOCIAL MEDIA CAMPAIGN • Build and price your own car • Make a contest to design the best MINI COOPER • Facebook • Twitter • Winner receive a new car

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