MINI DM MINI LIFT DOORS by Lida London

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MINI LIFT DOORS

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Industry Cars
Media Direct marketing
Market United Kingdom
Agency Lida London
Associate Creative Director Alan Mackie, Michael Poole
Executive Creative Director Nicky Bullard
Released December 2012

Credits & Description

Advertiser: MINI
Agency: LIDA
Category: Special Build
National Communications And Direct Marketing Manager: Anna Inglese (MINI)
Executive Creative Director: Nicky Bullard (LIDA)
Project Director: Philippa Sydney (LIDA)
Associate Creative Director: Alan Mackie (LIDA)
Group Account Director: Chris Daplyn (LIDA)
Associate Creative Director: Michael Poole (LIDA)

Outcome
Confidential:Our campaign generated 73, 469 searches. We had click through rates of 7.62%.We smashed our target for test-drives, getting 2,870 people down to a dealership to try out a new MINI.And achieved 4,275 confirmed sales leads. Making this one of the most successful tactical campaigns MINI has ever run.

Execution
We were briefed on press executions, but we persuaded the client to run the ads on car park lift doors, in shopping centres. As the doors split so did our ad. Highlighting perfectly our benefit – that we would split the cost of a MINI with you. Bringing to life the ‘Go Dutch’ offer.Using lift doors also meant we could target drivers at the perfect time – when they were heading back to (or leaving) their boring, boxy saloon. And it meant we could turn finance (let’s face it, it’s dull) into a bit of classic MINI fun.

Client Brief Or Objective
Price. A big barrier for some people when it comes to buying a MINI. So we needed a great offer. Not something they’d seen before, but something a bit more, well MINI. So we came up with the ‘You pay half, we pay half’ offer.

Implementation
We took the offer and gave it a name – Go Dutch.In Britain ‘Go Dutch’ is an everyday way of saying you split the costs. Running this line above the essence of British-ness was a contradiction that was impossible to ignore. We needed this kind of cut-through because we were targeting 1,500 test drives.