Make it a mini

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The new premium small-car Mini division of BMW of North America has rolled out an estimated $35 million campaign that will focus on non-traditional print such as "edge of page" magazine ads and splashy out-of-home.

The campaign launched March 22 in 45 major U.S. markets. The big news is that Mini will shun TV advertising, at least in the early stages. MDC Communications Corp.'s Crispin Porter & Bogusky, Miami, uses the theme "Let's motor." The ad effort hinges on the fact that BMW's Mini folks are going after a non-mainstream buyer. Buyer targets for Mini reflect a psychographic profile, not age-oriented demographics, says Andrew Cutler, product communications manager. He describes likely buyers as affluent "opinion formers. Their ages run the gamut from 16 to 85. They set their own trends, find their own way as opposed to having hip, cool thinking."

Given the target market, Mini's media strategy is more than sound, says Stephen Roulac, CEO of consultancy Roulac Group. "If you have a product intended to serve a non-mainstream marketplace, you don't expect to find people in your normal media outlets."

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