Mini - MINI campaign

A new positioning for MINI focusing on two key brand drivers –‘motoring excitement’ and ‘individuality’ resulted in Colenso BBDO introducing the “Let’s Motor” line after it was appointed in July 2003.

MINI Campaign

Agency: Colenso BBDO   Advertiser: Mini  Awards: Consumer Durables (Bronze)

Marketing Challenge

When the Agency was appointed in July 2003 MINI sales had eased off after the initial 'launch peak'. In the absence of any news or excitement around the car, sales were in danger of drying up.

Furthermore, the VW Beetle had been obliterating MINI in terms of sales. A key objective was for MINI to overtake the Beetle.

Further, looking at Beetle's sales trend, there was a definite plateau/decline at around 18...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands