MINI

MINI

Up to something big!

MINI
  • Category

    Media Strategy
  • Industry

    Automotive
  • Client

    MINI

MINI is a well-known and very popular brand. The problem: comparatively few people choose to buy a MINI Clubman. So, our strategy focused on potential MINI buyers: “considerers”. Our innovative, highly flexible LOGIT model identified types of people who, statistically speaking, were highly likely to fall into this “considerer” category. Inter-media and intra-media selection was then rerun according to this model.

Advanced psychographic targeting made it possible to display persona-specific commercials using programmatic advertising. The integrated multimedia campaign ranged across all relevant channels.

Play
Pause
Sound off
Sound on

A successful strategy: management used our analytical LOGIT model, combined with carefully planned persona-specific adverts played to over 247 million contacts, to nearly double the number of potential MINI considerers.

Awards
Deutscher Mediapreis Shortlist 2018