francesca giordano. starting up the engine 1st gear – where are we now? 2nd gear – objectives...
Post on 19-Dec-2015
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TRANSCRIPT
Starting up the engine
1st gear – Where are we now?
2nd gear – Objectives
Target Audience
3rd gear – Creative Solution
Storyboard
4th gear – Selected Media
5th gear – Timeline & Budget
Reverse – Conclusion
1st Gear Where are we now?
Positioning regards to gender & quirkiness
KeyA Mini CooperB Volkswagen BeetleC Fiat Nuova 500D Peugeot 207E Ford FiestaF Volkswagen PoloG Nissan Micra
KeyA Mini CooperB Volkswagen BeetleC Fiat Nuova 500D Peugeot 207E Ford FiestaF Volkswagen PoloG Nissan Micra
Positioning in regards to price & age of consumer it appeals to
Objectives
Balance of Objectives
21%
25%
5%9%5%
8%
27%
Support visit to theshowrooms
Intention of purchase
build/improve brandperception
Maintain brandperception
Create brandawareness
Maintain brandawareness
Create productawareness
Advertising Objectives:
• Raise awareness - 70% awareness within target audience
• 21% visited showrooms
Media Objectives:
• Reach 80% - 6 times a month•Frequency: 6 = GRP: 480 per month
Marketing Objectives:
•Sell on average 900 MINI Convertibles per month•Achieve 15 % category market share by end of June 2010
2nd GearTarget Audience
• Primary > Young affluent males
• Secondary > Trendy Females
Middle + Upper class – can afford brand new car
Perfect city & country car
Personality Types - Trendy, Sporty, Attractive, Cheeky, Fun loving
Low Insurance (Band 8)
18 - 35
“From rich celebrities to poor students” (Simms C. D. and Trott P. 2006).
3rd Gear Creative
• The advert needs to be individual, sporty & cool
• Customisation is a key feature in Mini cooper
• Synergy from past campaigns
• Maximise on British origins
The Commercial
• http://www.youtube.com/watch?v=lOpYSlNKhYw
Promotion
ATRN model
A = Attention
T = Trial
R = Reinforcement
N= Nudging
Prizes
Win a day out at a Polo Game
Satellite navigation system
Blue tooth device
Colour up-grade
Leather interior
4th Gear - Selected Media
Billboards
Reach drivers
Signature image
Communicate promotion
Curiosity
Visit website & dealer
4th GearOnline
“We want to play!”
Links to www.mini.horsepower.co.uk
• Easy send & forward option
• Viral
• Full length advert• Details of scratch card promotion• The online MINI polo game• More info on new MINI convertible• Link to MINI’s official website
www.mini.horsepower.co.uk
Event
The Polo Cartier Event
Drive visitors from car parks to the event
Get awareness
Create associations
Positioning
4th Gear
• Television
• Sponsorship
• Cinema
5th Gear
5000600*48014*157*1201*465*200760*3212*774*880525*1202*403*840Total cost GBP
May-10
Apr-10
Mar-10
Sept -09 - Feb-09
Aug-09
Jul-09
Jun-09
EventBill boardsCinemaRadioSocial sites
Internet display
Specialist TVSponsor-ship
Total Investment£22*691*961