MINI DM MINI ID by Taxi Canada

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Industry Cars
Media Direct marketing
Market Canada
Agency Taxi Canada
Executive Creative Director Lance Martin
Art Director Mike Blanch
Copywriter Alanna Nathanson
Released February 2010

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: MINI CANADA
Product/Service: BMW MINI
Date of First Appearance: Feb 12 2010 12:00AM
Entrant Company: TAXI CANADA, Toronto, CANADA
Executive Creative Director: Lance Martin (TAXI Canada)
Art Director: Mike Blanch (TAXI Canada)
Copywriter: Alanna Nathanson (TAXI Canada)
Agency Print Producer: Tara Greguric (TAXI Canada)
Account Director: Jared Stein (TAXI Canada)
Account Manager: Tina Tieu (TAXI Canada)
Media Agency: (Media Experts)
Media placement: Collateral - Hand Out At Autoshow - Feb 12, 2010

Describe the brief/objective of the direct campaign.
MINI Financial Services wanted to raise awareness of how easy they can make it for you to own a MINI.

Explain why the creative execution was relevant to the product or service.
MINI Financial Services wanted to raise awareness of how easy they can make it to own a MINI. This innovative execution allowed people to slip their license in and see themselves behind the wheel of a MINI. Though this was for Financial Services, a typically dry subject, we injected the cheeky MINI voice in a way only MINI can. Dealers reported a sales lift of an additional 21 cars in the month following the Auto Show handout. In our limited Toronto market, this accounts for a 65% increase from the previous year.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We designed a MINI license holder. The specially designed holder was handed out during the Canadian international Auto Show to qualified leads. When you slide your driver’s license into the holder, you can see how easy it is to get behind the wheel of a MINI, thanks to MINI Financial Services.

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 has been overwhelming. After the CIAS, there was a huge increase in traffic to