2010 Mini Open makes "smashing" Detroit debut.
Mini dealers around the country will be open for open business in a few weeks with the new 2009 Mini convertible. The iconic Brit Brand, now a part of Germany’s BMW Group, has, in a few short years, arguably become the most unique brand in the world.
This reputation, in part, has been due to the inimitable, quirky, idiosyncratic and different approach to its advertising. Like all good advertising, should, but seldom does, it starts with the product. Mini’s ad pro-grams have faithfully followed this axiom and continue it unabated, even with a change in ad agencies a few years ago.
From the get-go nothing has been sacrosanct, even the most sacred cows of advertising. A comprehensive retrospective of some outstanding elements of Mini’s quirky and odd, but effective advertising is on the web.
It’s important to note, I’ve been a fan of Mini’s advertising since day one. Happily, the new convertible is no exception, in fact it adds to the Mini’s distinctive image of individuality and personality.
The hype began at the Detroit Show when the new Mini convertible was driven through faux ice to startle the assembled auto journalists.
Mini Convertible - dashing through the snow
Even before the advertising began, Mini invited a group of auto journalists from around the world for a preview of the new drop top. And where did we go, to some sun drenched place like Copacabana Beach in Rio? No, that’s not Mini!
We drove with the top down last month, January 2009 in the Austrian Alps in the snow with the temperature in the 18 – 28 degrees Fahrenheit. Even the engineering reveal was held outdoors at night on an ice rink.
The communications program for the new convertible in the U.S. will launch in late March in a contemporary mix of mediums to maximize its effectiveness, efficiencies and economies through consistency of message.
Theme Driven
Mini's Open-ometer
“Mini’s agency, Butler Shine Stern and Partners of Sausalito, CA, set the theme of the new advertising with the phrase, ‘Always Open’ noted, Trudy Hardy, Mini’s marketing manager, said when we spoke last week, “Which in fact become the driving force for the Mini engineers to create a special devices, an Open-Ometer, that will time the minutes and hours the top of the new convertible is down.”
Major Website Package
While the official launch of the convertible is March 28, 2009, Mini owners and enthusiasts have already received emails advising them of the launch date and special web features in the brand’s Owners Lounge website.
The website has some typical Mini elements for Mini convertible owners and their continued use of the Mini website – 30% — after purchase on a regular basis, according to Hardy; 70% she noted, follow the production build, shipment and delivery to a dealer on the web of a new Mini.
One is a link to special weather feeds by zip code advising, in real-time what the weather forecast is for top-down driving. The other lets an owner log their top-down time and in a third, a rich media site, owners can change the scenic background of sites using a widget of their own convertible.
Outdoor Spectaculars Open Up
Mini goes big for billboards
Long a proponent and user of outdoor boards, or as the media mavens refer to it, out-of-home advertis-ing, Mini has opened-up their top markets, New York, Miami and Chicago with super spectacular boards like the one shown here.
The LA market, the biggest U.S. market for outdoor boards of enormous size, has recently banned boards that exceed certain limits, so their super-board will not be seen there. But LA and other key markets will have the standard 30-sheeters with an extension on the top
Magazine Gatefolds Up
The little iconic car has always used interesting, sometimes odd space in magazines for its advertising. Things like buying white space margins around editorial content, odd size ads and now magazine cover double gatefolds that open up to reveal messages for the top-down car. This is a unique use of the print medium in a new configuration to gain reader impact.
Dealer Television Commercials
While Mini does not plan to use national broadcast or cable television, it is making available several commercials for their dealers to use.
Bottom line?
Thumbs up for a top-down campaign. This is Mini’s golden year, fifty years ago in the UK the brand was first introduced. A major event is planned in June to celebrate the anniversary, and if this page from the 2009 Mini calendar is any example it will certainly be colorful, unique, entertaining and interesting.