According to the brand funnel Mini is already a well-known and popular brand. But the goal was to even increase buying interest for the Mini Clubman.
The focus concentrated on the potential Mini buyers: The considerers.
Our innovative, highly flexible LOGIT model identified types of people, who would almost certainly become considerers. Subsequently the inter and intra selection was deduced according to this innovative model. Therefore the media mix was a perfect fit for the target group model and the goals of the campaign.
Up-to-date psychgraphic targeting made a persona-individual creative play-out possible through programatic advertising. As for example by retargeting on: the addressable TV, Online and print. The integrated cross-medial campaign ranged over numerous further channels: on TV, special advertising formats at airports, out of home, social media, cinemas and ambient.
Campaign exposure created an almost doubled amount of consideration for buying a Mini. 247 million contacts were played out in the target group, which had been defined by the LOGIT model.