Francesca Giordano. Starting up the engine 1st gear – Where are we now? 2nd gear – Objectives Target Audience 3rd gear – Creative Solution Storyboard.

Francesca Giordano

Starting up the engine

1st gear – Where are we now?

2nd gear – Objectives

Target Audience

3rd gear – Creative Solution

Storyboard

4th gear – Selected Media

5th gear – Timeline & Budget

Reverse – Conclusion

1st Gear Where are we now?

Positioning regards to gender & quirkiness

KeyA Mini CooperB Volkswagen BeetleC Fiat Nuova 500D Peugeot 207E Ford FiestaF Volkswagen PoloG Nissan Micra

KeyA Mini CooperB Volkswagen BeetleC Fiat Nuova 500D Peugeot 207E Ford FiestaF Volkswagen PoloG Nissan Micra

Positioning in regards to price & age of consumer it appeals to

Objectives

Balance of Objectives

21%

25%

5%9%5%

8%

27%

Support visit to theshowrooms

Intention of purchase

build/improve brandperception

Maintain brandperception

Create brandawareness

Maintain brandawareness

Create productawareness

Advertising Objectives:

• Raise awareness - 70% awareness within target audience

• 21% visited showrooms

Media Objectives:

• Reach 80% - 6 times a month•Frequency: 6 = GRP: 480 per month

Marketing Objectives:

•Sell on average 900 MINI Convertibles per month•Achieve 15 % category market share by end of June 2010

2nd GearTarget Audience

• Primary > Young affluent males

• Secondary > Trendy Females

Middle + Upper class – can afford brand new car

Perfect city & country car

Personality Types - Trendy, Sporty, Attractive, Cheeky, Fun loving

Low Insurance (Band 8)

18 - 35

“From rich celebrities to poor students” (Simms C. D. and Trott P. 2006).

3rd Gear Creative

• The advert needs to be individual, sporty & cool

• Customisation is a key feature in Mini cooper

• Synergy from past campaigns

• Maximise on British origins

The Commercial

• http://www.youtube.com/watch?v=lOpYSlNKhYw

Settings

Promotion

ATRN model

A = Attention

T = Trial

R = Reinforcement

N= Nudging

Prizes

Win a day out at a Polo Game

Satellite navigation system

Blue tooth device

Colour up-grade

Leather interior

4th Gear - Selected Media

Billboards

Reach drivers

Signature image

Communicate promotion

Curiosity

Visit website & dealer

4th GearOnline

“We want to play!”

Links to www.mini.horsepower.co.uk

• Easy send & forward option

• Viral

• Full length advert• Details of scratch card promotion• The online MINI polo game• More info on new MINI convertible• Link to MINI’s official website

www.mini.horsepower.co.uk

Event

The Polo Cartier Event

Drive visitors from car parks to the event

Get awareness

Create associations

Positioning

Radio

4th Gear

• Television

• Sponsorship

• Cinema

5th Gear

5th Gear

5000600*48014*157*1201*465*200760*3212*774*880525*1202*403*840Total cost GBP

        May-10

        Apr-10

        Mar-10

        Sept -09 - Feb-09

        Aug-09

        Jul-09

        Jun-09

EventBill boardsCinemaRadioSocial sites

Internet display

Specialist TVSponsor-ship 

Total Investment£22*691*961

Reverse

Reverse• Measuring effectiveness

• No. of consumers visiting show rooms• No. of test drives• Tot. of Visit to Website• No. of redeemed scratch cards• No. of actual sales• Achieved market share• Brand perception post survey• Stock Market share value