BMW’s iconic Mini drove off with the accolade ‘Best Campaign of the Year’ at Tuesday night’s Marketing Effectiveness Awards in London. Jointly sponsored by the Chartered Institute of Marketing and Marketing Week magazine, the event also honoured a range of brands across several sectors, among them …
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But the judges hailed the Mini, icon of British design in the 60s and relaunched in 2001 by BMW, star of the show, deeming it had “captured the driving experience and personality of the 1959 original, while delivering a small car that exceeds 21st century expectations for comfort, reliability, safety and style”.
London agency WCRS was tasked to imbue the new Mini with the qualities that had made its predecessor so popular, while emphasising that it is a car for a new era.
The brand communications campaign also set out to distance the Mini from its comparatively bland competition and highlight the car's unique personality in a modern context, deliberately avoiding any references to it's past.
The target set before launch was a 4.6% share of the UK small car sector. Achieving by far the highest launch awareness for any car in 2001, the Mini is currently set to achieve a 6.1% market share. Ad spend for the brand in the year to April 2002 was £14.4 million.
Commented Mike Johnston, international CIM chairman: “Achieving profitable growth in today's competitive markets requires excellence in marketing knowledge and skills as well as application and an understanding of business priorities. These campaigns shows that excellence and effectiveness go hand in hand.”
Data sourced from: CIM; additional content by WARC staff