FROM DRIVERS TO RIDERS by Bcube Milan for MINI

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FROM DRIVERS TO RIDERS

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Industry Cars
Media Promo & PR, Case study
Market Italy
Agency Bcube Milan
Art Director Andrea Marzagalli
Copywriter Bruno Vohwinkel
Account Supervisor Anna De Gaetano
Released November 2010

Credits & Description

Category: Best Use of Print
Advertiser: MINI
Product/Service: AUTOMOBILE
Agency: BCUBE
Date of First Appearance: Nov 1 2010
Entrant Company: BCUBE, Milan, ITALY
Chief Executive Officer / Executive Creative Director: Francesco Bozza (Bcube)
Copywriter: Bruno Vohwinkel (Bcube)
Art Director: Andrea Marzagalli (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)
Media placement: Print - Riders - 1/11/2010

Insights, Strategy & the Idea
The aim was to present on print the new MINI Countryman, consistently with its positioning and its product feature (ALL4 System).
The claim is “Getaway”, because the first “big” MINI gives you more chances and possibilities and invites you to follow your passions and desires.
The target consists in young couples/modern families with a focus on people caring about style and able to keep alive their passions, as MINI is.
The idea was to select a lifestyle magazine, targeted MINI, and publishing a print ad able to express the positioning of the new car in a completely disrupting way, as MINI is.
Thanks to agreements with Riders Magazine, focused on two wheels world and lifestyle, MINI had the opportunity to personalize a fake cover of the magazine.

Creative Execution
The creative solution was to create a false cover mimicking the real one, playing with the name of the magazine and above all with the arguments treated by the magazine.
“Riders”, the magazine’s name, became “Drivers”, displaying the new MINI Countryman and all its features. A magazine dedicated to men, motorbikes and passions became a magazine dedicated to men, car and passions. The real cover graphics was completely copied and the new MINI became the absolute protagonist.
In few words the new MINI Countryman can go everywhere… even on the cover of a motorbike magazine!

Results and Effectiveness
A positioning expressed by the disruptive message and by a proper joke, made collaborating with the editor, was the best way possible to get attention and being disrupting, while presenting a new MINI model.
The simple act of mimicking and treating a motorbike magazine like an automotive one, left over 58,000 readers with smiling faces.
We took the attention we were looking for, also in terms of buzzing and word of mouth around the Net.
The web site visits were increased and several visits at MINI dealers were made during the month of distribution.