Campaign details

Brand: MINI Canada
Lead Agency: Media Experts
Region: North America

Objective

In Canada, MINI is known for many things, most notably clever design and spirited performance, but few consumers realize that MINI also possesses fuel-efficient features. Looking to attract new potential buyers and drive more sales, MINI sought to increase awareness of the added value selling point that fuel efficiency brings by harnessing the power of search marketing.

In tandem, MINI was also looking to develop an omnichannel business tactic that pushes potential MINI buyers to visit a MINI dealership and book a test drive. We worked on allocating an in-store dealer visit ratio to add omnichannel value to the SEM campaign. For example, 25% of the people that visit a MINI dealer end up buying a car for a $30K average purchase.

Target Audience

In 2018, gas prices in Canada were on the rise, and so were the number of Canadians searching online for up-to-the-minute results on fluctuating gas prices. When compared to typical always-on fuel efficient vehicle keywords like "fuel efficient cars", "gas price" related keywords were up to 50X more popular on search engines. In fact, searches for "gas prices" even ended up surpassing online search demand for "MINI Cooper".