Pitney then commented about the marketing scheme associated with the MINI launch. "Rather than implement the traditional advertising blitz associated with launches, the company relied on 'out-of-the-box' thinking and grass roots tactics to generate groundbreaking buzz. While low brand awareness in this market presented a challenge, it also gave us the luxury of starting with a clean slate."
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| The MINI Cooper, the base model in North America, is priced competitively at CAD$25,200. The sportier Cooper S starts at $29,950, a lot of performance for the money. (Photo: Trevor Hofmann, Canadian Auto Press) |
Just because national television ads weren't used, that doesn't mean that MINI did not make its presence felt. The company used inventive pre-launch devices to get people revved up for the vehicle's introduction. Some examples included a MINI riding on top of an SUV, and a MINI "sitting" in the stands during multiple major league football games.
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| MINI brand awareness was a mere 12% in the fall of 2001 but soon after its launch brand awareness escalated to 53% by December 2002. (Photo: Trevor Hofmann, Canadian Auto Press) |
Non-traditional media print ads were created as well. In 2002, MINI bore it all when it made its appearance as a Playboy centerfold, photographed by an actual Playboy photographer and later approved by main man Hugh Hefner.
MINI advertising is not deemed age specific. Pitney added, "It is important for us to identify the MINI customer, since MINI's appeal is not limited to a demographic boundary. Instead, MINI customers have similar psychographic qualities - what we call the 'MINI mindset,' and our marketing had to be relevant to all of them. The youngest MINI buyer is 15 and the oldest is 97!"
MINI is has received numerous 2002 Car of the Year and industry awards, now totaling over 30.