MINI Turbovision
EXECUTIVE SUMMARY
Business Results Period (Consecutive Months): | January 2007–December 2007 |
Start of Advertising/Communication Effort: | January 2007 |
Base Period for Comparison: | Calendar 2006 |
The MINI has always been difficult to classify. In its original incarnation it captured the zeitgeist of 1960s Britain with an appeal that attracted everyone from mods to milkmen and rock stars to royalty. Fast forward 40 or so years to today and MINI remains a car unto itself, appealing more to a mindset than to a typical demographic profile.
With the pending relaunch of the totally redesigned MINI in 2007, MINI needed to make as...