The new MINI.

A car which excites the passions. A car to fall in love with. A car to tickle your fancy.And one many have eagerly and impatiently been awaiting.

The new MINI made its debut in October 2000 at the Autoshow in Paris; in the Netherlands its premiere was a bit later at the AutoRAI in February 2001. The patience of true MINI-lovers was sorely tried, for the MINI was not to be in the dealers’ showrooms until September. For those merely infatuated, perhaps a reason to choose another car.Which is why PPGH JWT - Colours developed a campaign to stimulate interested prospects to identify themselves. So that an intensive direct marketing programme could be implemented which would relieve their waiting time. And at the same time ‘prime’ the prospects for the showroom introduction in September.

The MINI Kicks campaign originated from the feeling you get from driving a MINI every day. A kick which could only really be experienced in half a year’s time. Luckily there are enough other daily sensations which come near to the kick of driving a MINI - we call them MINI-kicks. Like popping bubbles from packing plastic. Or feeling the rush of air filled with a rich aroma which you get while opening a new package of vacuum packed coffee. Or watching a spoonful of sugar slowly glide through the froth of a fresh cup of capuccino ...These MINI-kicks are the theme of the entire campaign, starting with 18 different inserts (card format), each with a different MINI-kick in diverse magazines. Every insert invites the reader to visit www.mini.nl Those visiting the site and leaving their address information behind are targeted with the MINI-kick mail programme. Prospects would receive an empty envelope of bubble-plastic, numbered as MINI-kick number nine, for example. And a CD with MINI-sounds as well as an invitation to the pre-drive event.Together with the MTV channel a MINI-kick contest was organised: in three direct response TV commercials viewers were challenged to make up their own MINI-kick. The prize was having the MINI for a half year free to drive. The campaign attained its multi media climax with the theme ‘Start Kicking’, followed by ‘Let’s Kick Together’.

In the automotive sector it is highly unusual that there is so much time between announcement and showroom introduction of an extraordinary car. Even more uncommon is an introduction campaign that doesn’t even show the car. No pictures, no technical bla-bla. The focus was emotional and centred purely on the fantastic experience one would have driving the MINI. An approach which was consistently conveyed in various media: inserts in magazines, TV, several mail pieces.

The campaign scored above expectation (see below) and was the only entry which was recently awarded with the highest honours (Gold) in the Dutch DM-Year Prize (Esprix).

Marcel Buining   Brand Manager   BMW Group NederlandPaul Loohuis/Anouk Laskaris   Account Management   PPGH JWT ColoursErik Evers   Art Directors   PPGH JWT Colours

In the automotive sector it is highly unusual that there is so much time between announcement and showroom introduction of an extraordinary car. Even more uncommon is an introduction campaign that doesn’t even show the car. No pictures, no technical bla-bla. The focus was emotional and centred purely on the fantastic experience one would have driving the MINI. An approach which was consistently conveyed in various media: inserts in magazines, TV, several mail pieces.

The campaign scored above expectation (see below) and was the only entry which was recently awarded with the highest honours (Gold) in the Dutch DM-Year Prize (Esprix).

The campaign is successful based on all three previously defined objectives:1. Building a database of (serious) prospects2. Positioning the new MINI as an independently ‘exciting’ brand3. Generating concrete sales leads for the dealer organisation.