The Mini USA unit of BMW of North America is bucking car
|The Mini Cooper campaign kicks off with a grin and a bit of a British accent.
Take the "Mini Ride" touring the U.S. through August. The display, which includes an actual Mini, looks like a children's ride. "Rides $16,850. Quarters only," the sign says.
'Guardian of the brand soul'
"We use the term out-of-home very loosely," said Kerri Martin, marketing communications manager at Mini who also holds a second title, "guardian of the brand soul."
The original Mini
The new Mini went on sale in the U.K. a year ago and came to the U.S. in late March. BMW announced earlier this month that 75,000 Minis have been sold worldwide since its debut. But in the U.S. -- the world's biggest car market -- BMW has limited its allocation to 20,000 Minis this year. Despite the buzz, Mini said it sold only 4,142 cars in the U.S. through May.
Ms. Martin said some buyers are waiting two to three months, declining to confirm a report from an executive close to BMW that some buyers had to wait a year for their cars. She said the marketer didn't want to oversaturate the U.S. market with Minis, which is why the 20,000-unit limit was picked. "We wanted it to be something special."
High cost of buzz
Because of the Mini's limited allocation, that means the marketer's $25 million buzz campaign breaks down to costing about $1,250 for each unit sold. That compares to $370 per unit Chrysler Group spent advertising its PT Cruiser in its 2000 launch year.
Mini arrives as U.S. culture is enamored with sport utility vehicles and cars "as intimidation machines," said Andrew Keller, associate creative director at the agency. "Rather than give explanations of Mini features, we asked ourselves 'What might Mini have to say?'"
Traditional media is also part of this year's buzz campaign, including magazines and billboards. For example, the July 4 issue of Rolling Stone will have a circular insert of light cardboard titled "Mini Motoring Games." Separately, the car is the star of a booklet of cartoons in the June 17 issue of The New Yorker.
Magazines tend to be a personal medium, Mr. Poh said. "With these pieces, you can pull them out and talk about them with your friends."
At the movies
Rather than use TV, Mini opted for a deal with National Cinema Network for 45- and 60-second cinema spots. Starting this month, four Mini spots now appearing on its Web site at miniusa.com move to 2,000 big screens in five cities, Mr. Poh said. The spots will be on TV, but only for sole dealers.
"The attentiveness level is better" for in-theater commercials than TV, Mr. Poh said, adding that theater ads about equal the cost per thousand for prime-time TV but reach Mini's audience better than TV.
Prices for in-theater commercials generally range from $250,000 to over $1 million, said Laura Adler, vice president of marketing at NCN, the ad representative for some 10,000 screens.
Research done for NCN by Nielsen New Media Research last year shows moviegoers had a 78% recall of marketers who advertised during NCN's preshow countdown -- the few minutes of commercials that run when the house lights are still on. Their recall of ads on slides during the 20 minutes before the pre-show commercials was 66%.
But the cutoff time for on-screen commercials is limited to about four minutes, the research shows. Said Ms. Adler: "There is a point where [moviegoers] don't want to see one advertiser after another."
Under development is a deal with Dennis Publishing's Maxim for a July drive-in movie event in the Los Angeles area, Ms. Martin said.
Measuring campaign's effectiveness
Mini is measuring the campaign's effectiveness. Ms. Martin stated, "The Mini launch is going fantastically."
Tom Shaver, a senior partner at consultancy J.D. Power & Associates, said, "There's a lot of hype around the car." With so many different car models available, marketers need to create differentiation for their brands. "It seems their plan is working."