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|Business Results Period (Consecutive Months):||April 2008 – July 2008|
|Start of Advertising/Communication Effort:||April 2008|
|Base Period for Comparison:||Calendar 2007|
a) Synopsis of the Case
The summer of 2008 saw an unparalleled increase in gas prices, and fuel efficiency became the mot du jour.MINI needed to cut through the clutter and let people know that it was and always has been a fuel-efficient car. As more people than ever began considering fuel-efficient, eco-friendly cars we noticed one large barrier to our potential customers: they already had cars. We wanted to design...