MINI Turbovision

To ensure a successful relaunch MINI needed to re-mark its turf in two ways: increase retailer leads and test drives.

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...

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