MINI DM MINI ON YOUR MIND? by Lida London

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MINI ON YOUR MIND?

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Industry Cars
Media Direct marketing
Market United Kingdom
Agency Lida London
Art Director Chris Whitehead
Copywriter John Fazio
Released August 2010

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Advertiser: MINI
Product/Service: CAR
Agency: LIDA
Date of First Appearance: Feb 8 2011
Entrant Company: LIDA, London, UNITED KINGDOM
Copywriter: John Fazio (LIDA)
Art Director: Chris Whitehead (LIDA)
Joint Creative Director: Nicky Bullard (LIDA)
Joint Creative Director: Tim Styles (LIDA)
Digital Planning Director: Richard Edwards (LIDA)
Account Director: Michael Kruger (LIDA)
Senior Account Manager: Carla West (LIDA)
Data Stategist: Martin Dibbs (LIDA)
Account Executive: Anthony Newsom (LIDA)
Media placement: Insert - Grazia Magazine - 8th February 2011
Media placement: Insert - The Week - 12th February 2011
Media placement: Insert - Ok! Magazine - 16th February 2011
Media placement: Insert - Time Out - 16th February 2011
Media placement: Insert - Q Magazine - 22nd Feb 2011 (April Issue)
Media placement: Insert - Glamour Magazine - 3rd March 2011 (April Issue)
Media placement: Insert - Empire Magazine - 3rd March 2011 (April Issue)
Media placement: Insert - GQ Magazine - 29th March 2011 (April Issue)

Describe the brief/objective of the direct campaign.
We know loads of people love MINI. And we know loads of people buy MINI. But how do you communicate with the people who love MINI, long before they actually enter a dealership?

We wanted to highlight what makes MINIs so special, and remind the audience that those unique MINI qualities now come in even more options and combinations than ever before.

Over two million inserts were distributed across the UK, supported by online, ambient and mobile executions, encouraging readers to sign up and opt-in for sneak previews and exclusive competitions.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our solution was to start a conversation by asking: MINI ON YOUR MIND?

We based this on the phenomenon that the subconscious often influences what you'll see. And as car purchases are emotional decisions, people about to buy a car will often fantasise about the one they really want.

So we simply reminded them­ by featuring a silhouette MINI in the most unlikely places.

It elicits a double-take effect and takes advantage of the unexpected nature of the medium ­so when the insert falls, readers might ask themselves "Did I just see a MINI there?"

Explain why the creative execution was relevant to the product or service.
The representation of MINI in various forms comes from the feeling people get when think of what they desire- we aim to awaken the butterflies in their stomach. We hope that the creative will ring true with readers because they can identify with the idea of daydreaming about the things they desire.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
While it’s still too early for results, MINI has received over 6000 responses in just the first six weeks, and all without actually showing the product. That is, unless you look closely.