Awesome Integrated Campaign Lecture on Mini Cooper

1. Awesome
Integrated
Campaign
AD 216: Class 9, 10/21/14
Gina Collura, Creative Director

2. What is an
Integrated
Campaign?
- 360 Campaigns
- Make brands famous
- Help build or launch brands
- Get a brand into
pop culture
- Cause disruption
- Zag
- Transcend just advertising
- Rely on a BIG IDEA

3. Integrated
Campaigns
typically
include:
• TV
• Print
• Digital
• Guerrilla
• Outdoor/Billboard
• Dimensional/Direct Mail
• Stunt
• Other/Invented Media

4. Integrated
Campaigns
Are NOT:
Matching Luggage:
Same headline
+
Same visual
Matchy, matchy, matchy

5. Integrated
Campaign:
Mini
Cooper
Big Idea:
Let’s Motor
Campaign launched in
2002
Agency:
Crispin Porter Bogusky
(CPB)

6. This is a UK car.
The original Mini was
introduced to the US in
1959 (sold until 1967).
It re-launched in the US
in 2002.
Integrated
Campaign:
Mini
Cooper

7. - Over 4 million sold between
1959 to 2000
- Brought mobility to the masses in
post-war Berlin
- Appealed to celebrities (Beatles)
- Gained cult status (UK equivalent
to the VW Beetle)
- Iconic Design
- Fun to drive
The
Mini
Cooper:
a sixties
icon

8. - It’s fun, sporty, go-kart-like
handling
- It’s fashionable, trendy,
customizable
- It’s British
- It has a strong history—the sixties
What
makes
a Mini?

9. This is a fun car.
- Exciting
- Stylish
- Customizable
MINImalism
- Do more with less

10. CPB wanted to launch it
in the US in a big way,
that was completely
fresh, new, and
untraditional/unconventi
onal.
Integrated
Campaign:
Mini
Cooper

11. The goal of the campaign
is to create a brand icon.
Integrated
Campaign:
Mini
Cooper

12. Mini unveiled its "Let's Motor”
campaign without TV or
conventional campaigns.
Instead, they concentrated on
three areas: magazine, out of
home and its Web site,
Miniusa.com.
Mini marketers want to attract
opinion leaders and tech-savvy
professionals who influence the
vehicle purchases of others.
Integrated
Campaign:
Mini
Cooper

13. "We have to be creative in our
marketing and look for clever
ways to have $1 seem like $2,"
Mini CEO says.
"Everything we do has to reflect
the unique, fun, cheeky nature
of the Mini brand in a holistic,
360-degree Mini way."
Integrated
Campaign:
Mini
Cooper

14. Mini arrives as U.S. culture is
enamored with sport utility
vehicles and cars "as
intimidation machines," said
Andrew Keller, ACD.
"Rather than give explanations
of Mini features, we asked
ourselves,
'What might Mini have to say?'"
What was
happening
in US car
sales?

15. 2002:
The
Competition

16. Big
Idea:
Let’s
Motor
The brand voice was heroic and was written like
a manifesto
The look + feel was clean, bold, celebrated the
car
The brand behaved differently:
- Lots of outdoor/billboards/guerrilla
- Stickers, postcards
- A guidebook, an encyclopedia
- Print ads that were “interactive”
- Roof design generator
- A web site that helped you customize your car

17. Big
Idea:
Let’s
Motor
How is motoring different from driving?
The difference is in the mind of the operator.
When you drive, you go from A to B.
When you motor, you go from A to Z.
It’s all about living.
Nobody can tell you when your motoring.
You just know. Let’s motor.
--Crispin Porter Bogusky Web site

18. The
Mini

22. Small space ads in New Yorker

36. Sheet with eight sticker collector cards:
Muscle MINI, Modified MINI, Monte Carlo
MINI, Molten MINI, MENSA MINI, Mission
MINI, Messenger MINI, Muddy MINI.

37. MINI ROOF DESIGN GENERATOR

41. Re-Cap
Integrated Campaigns rely on a Big Idea
They demonstrate how a Big Idea comes to life
- How a Big Idea “manifests”

42. Next Week: 10/28
Class 10
Pick a product found on Quirky.com
Create a Big Idea that will be part of an Integrated Campaign
1. Create a name for your Big Idea
2. Write 5-7 sentences that describe the idea, including an
insight
3. Create an Outdoor/Guerilla expression of the idea
SEE HANDOUT