MINI DM HAVE A WILD XMAS by Bcube Milan

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HAVE A WILD XMAS

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Industry Cars
Media Direct marketing
Market Italy
Agency Bcube Milan
Associate Creative Director Maurizio Maresca - Alessandro Sabini - Paolo Troilo
Art Director Maria Piccinini
Copywriter Martino Lapini
Account Supervisor Anna De Gaetano
Released December 2010

Credits & Description

Category: Flat Mailing
Advertiser: MINI
Product/Service: AUTOMOBILE
Agency: BCUBE
Date of First Appearance: Dec 15 2010
Entrant Company: BCUBE, Milan, ITALY
Chief Executive Officer / Executive Creative Director: Francesco Bozza (Bcube)
Copywriter: Martino Lapini (Bcube)
Art Director: Maria Piccinini (Bcube)
Account Supervisor: Anna De Gaetano (Bcube)
Senior Account Executive: Sabrina Montemurro (Bcube)
Brand Manager: Michele Fuhs (MINI)
Marketing Manager: Carlo Botto Poala (MINI)
Advertising & Media Manager: Sara Intonti (MINI)
Associate Creative Director: Alessandro Sabini (Bcube)
Account Executive: Irene Veronese (Bcube)
Media placement: Direct Mail - Sent To Home Users And Businesses - 15/12/2010

Describe the brief/objective of the direct campaign.
MINI takes care of its clients and usually takes advantage of national holydays to make them hear its unusual voice! The objective of this campaign is to wish Merry Christmas to all the existing MINI clients through a spectacular direct mailing

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The upcoming of the new MINI Countryman (launched in September) lead us to a great idea that was able to match the positioning of this new car with brand values and MINI tone of voice.
MINI Countryman is the first MINI with 4WD, the most extreme MINI version, ideal for the city, and for the off-road as well.
The creative visual shows a typical winter woollen pullover with snowflakes and a group of reindeers jumping though the wood.
Opening the mailing, the visual seems quite the same but we soon notice that a MINI has burst into the scene disturbing the reindeers that are running away.
The headline says: Merry Xmas. And a Wild New Year.

Explain why the creative execution was relevant to the product or service.
MINI aims at being always a step further than other brands. For this reason MINI use to talk to its clients in a very uncommon way, using unconventional BTL and one-to-one materials. In this case, an apparently simple greetings card became a special way to wish Merry Christmas, in the typical MINI tone of voice.
Consumer researches showed a very high rate of liking and enjoyment toward the brand and its communication one-to-one materials.

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.
The response rate was over 30%: almost a third of the recipients went to MINI Dealers during Christmas Holydays or to MINI Countryman page on the website, with an average visit length of 3.40 minutes.