MINI DM MOSTNIFICENT by DraftFCB Auckland

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MOSTNIFICENT

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Industry Cars
Media Direct marketing
Market New Zealand
Agency DraftFCB Auckland
Executive Creative Director James Mok
Art Director Iain Mcmillan, Tony Clewett
Copywriter Rob Banks, Antony Wilson
Producer Jason Fisher Jones
Account Supervisor Anastasia Potter
Illustrator Trevor Powell, Nick Mcfarlane
Released August 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: MINI NEW ZEALAND
Product/Service: CAR
Agency: DRAFTFCB NEW ZEALAND
Date of First Appearance: Aug 20 2010
Entrant Company: DRAFTFCB NEW ZEALAND, Auckland, NEW ZEALAND
Executive Creative Director: James Mok (Draft FCB)
Creative Director: Tony Clewett (Draft FCB)
Copywriter: Rob Banks (Draft FCB)
Copywriter: Antony Wilson
Art Director: Tony Clewett (Draft FCB)
Art Director: Iain McMillan
Head of Account Service: Fleur Head (Draft FCB)
Account Supervisor: Anastasia Potter (Draft FCB)
Designer: Nick McFarlane (Draft FCB)
Typographer: Nick McFarlane (Draft FCB)
Illustrator: Nick McFarlane (Draft FCB)
Illustrator: Trevor Powell
Production Manager: Eric Thompson (Draft FCB)
Producer: Jason Jones (Draft FCB)
Client: Greg Hedgepeth (MINI)
Client: Dave Hewitt (MINI)
Media placement: Mostnificent Direct Mail - Direct Mail - 20/08/2010

Describe the brief/objective of the direct campaign.
It was our job to persuade smitten MINI owners to trade-in their beloved cars for new 2010 MINIs. Tricky - because we were selling them cars virtually identical to the ones they already owned. Worse still, there was no budget for incentives or offers of any sort. Tempting them with cup holders and colour options just wasn't going to cut it. We'd have to offer them more.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

Trading-in the car you love for one that's virtually identical isn't terribly logical. So logical car sales tactics weren't going to work. We needed to appeal strongly to our target's hearts and egos - not their heads. So we positioned the new 2010 MINI as the quickest, simplest way of elevating themselves to a higher state of being. This slightly peculiar notion was outlined in a joyously surreal guidebook - 'The MINI guide to Mostnificence'.

Explain why the creative execution was relevant to the product or service.
Offering instant elevation to a higher state of being fits nicely with MINI's playful, irreverent brand. It made for a unexpectedly compelling read – keeping prospects riveted right to the last page – where suddenly, it seemed like the only possible, rational thing left to do was call the giant-sized phone number and talk to a MINI dealer. It shows how fruity you can be while still imparting information - and asking for the sale.

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.
In a stagnant new car market, MINI New Zealand achieved a 17% uplift in sales at year end. Furthermore, over a third of prospects who received the 'Guides to Mostnificence' contacted their dealer. Mostnificent!