Planning Agency:	Vizeum
Campaign Dates:	March - June & August - Dec 2003
Target Market:	18 - 54 year-old drivers
Sample:	Test - Exposed to cinema ad Control - Not exposed to cinema ad

 

Originally launched on Cinema in 2001, Mini returned to the big screen with a selection of new quirky commercials.

Specifically targeting 18-54 drivers the campaign used a series of adverturous creatives. The aim was to further build awareness and, once again, differentiate Mini from the traditional car commercial.

Overall recall of 73% (with 13% spontaneous) proved the effectivenss of the commercial. Spontaneous recall was particularly strong amongst the 18-24 audience at 21%.

Recall of the strapline 'it's a Mini adventure' had increased 3-fold since 2001 to an impressive 46%.

Perceptions of the commercials were positive across all age groups, with attitudes towards the brand significantly improved on 2001 and amongst those who saw the commercials on the silver screen! In 2003 64% said the Mini was "desirable" compared to only 50% in 2001, a result which was reflected across numerous statements.

Respondants who would "consider buying a Mini" had increased from 6% in 2001 to 16% in 2003. This all adds up to an excellent campaign for Mini, in a year when the most famous little car stars in the Hollywood blockbuster 'The Italian Job'.

 

Objectives:

• Build awareness of the brand.
• Differentiate the Mini from other cars.
• Analyse any differences between the 2001 and 2003 study.

Results:

• 73% of cinemagoers recalled the ad.
• Attitudes towards Mini were more pronounced in the test group, 60% agreed it was ‘sporty' compared to only 44% in the control group.
• Attitudes towards the brand were significantly improved over the years. In 2003 64% of cinemagoers said the Mini was ‘desirable' compared to 50% in 2001.
• Purchase propensity increased from 2001.

Percentages of people who agree they 'would consider buying a Mini'

Recall - test group