Magazine article Marketing

Motor

Magazine article Marketing

Motor

Article excerpt

WINNER

Client Mini UK

Agency Craik Jones Watson Mitchell Voelkel

HIGHLY COMMENDED

Client Auto glass

Agency Carlson Marketing Group

HIGHLY COMMENDED

Client Hyundai Car (UK)

Agency Various

WINNER

That British classic, the Mini, celebrated its 40th birthday in 1999, two years before it is due to be replaced by a totally new car, New Mini.

Working with what, in motor industry terms, is regarded as a shoestring budget, this year's marketing programme had three objectives. It had to achieve stiff sales targets for the existing model, convert a weak database into one of at least 25,000 highly qualified prospects for New Mini, and develop a dialogue to intensify the existing involvement with the brand.

In the spirit of the brand, inserts were used in a range of media asking 'former lovers' to get in touch.

The New Mini was also shown by Rover at the 40th birthday party at Silverstone.

As the database expanded, a series of creative mailshots was developed. …

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