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.