MINI DM WHAT'S STOPPING YOU? by Lida London

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WHAT'S STOPPING YOU?

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Industry Cars
Media Direct marketing
Market United Kingdom
Agency Lida London
Designer Dan Clarke
Released August 2010

Credits & Description

Category: Flat Mailing
Advertiser: MINI
Product/Service: CAR
Agency: LIDA
Date of First Appearance: Aug 27 2010
Entrant Company: LIDA, London, UNITED KINGDOM
Copywriter / Creative Director: Nicky Bullard (LIDA)
Art Director / Creative Director: Tim Styles (LIDA)
Designer: Dan Clarke (LIDA)
Account Director: Michael Kruger (LIDA)
Senior Account Manager: Carla West (LIDA)
Planner: Ben Parr (LIDA)
Media placement: DM - DM - 27 August 2010

Describe the brief/objective of the direct campaign.
MINI were launching a not so mini MINI ­ the new 5-door MINI Countryman.

Our job? Convince people who thought they'd outgrown a MINI to get in one.

Those who have MINI in their hearts, but their heads tell them it's just too small.

We needed to give prospects some great news; that now, they can own that MINI they've always wanted and fill it with more stuff than they thought possible.

We also needed to provide test-drives and hot leads to dealers, plus engage future prospects, who we could go back to later.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We wanted to turn ‘I can’t own a MINI’ into ‘I can own a MINI’.

So we brought this feeling of liberation to life in true cheeky MINI style, changing ‘can’t do’ signs into ‘can do’ signs.

By slapping a MINI over the negative words, signs like DO NOT ENTER became DO ENTER.

The newly ‘adapted’ signs were also relevant to different specifications of the MINI Countryman, and insights about our audience’s life stage. So for example, the DO FEED THE ANIMALS spread talked about being able to fit all your little monkeys into the car.

Explain why the creative execution was relevant to the product or service.
Research showed that having children, especially more than one, was a real barrier to driving a MINI. But that it wasn’t just parents who questioned its practicality -people who like to get away a lot (i.e. suitcases), or live active lifestyles (you can’t get a surf board in a mainstream MINI), would be interested in the MINI Countryman.

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.
It’s too early to get results on conversion from test drive to purchase, but based on the same rate of conversion as previous activities, the ROI is roughly 22:1
For every marketing pound spent, we achieved £22 in sales.