How do you launch a new car model without it being mistaken for a replacement of its predecessors?
How do you launch a new car model without it being mistaken for a replacement of its predecessors?
2 PagesProblem How do you launch a new car model without it being mistaken for a replacement of its predecessors? Solution Use out of home for a tease-and-reveal campaign that highlights the older models while creating buzz for the newest one. Background MINI had reentered the US market back in 2002 with the MINI Cooper and followed up with the convertible version in 2004. For 2008, the task was to introduce the latest member of the MINI fam- ily, the MINI Clubman. The Clubman was defined by several unique characteristics, including: 9 extra inches, a side club door, split rear barn doors, and a new signature two-toned color. The challenge was to introduce the Clubman as the newest addi- tion to the MINI family -- without positioning it as a replacement of the original vehicle. To accom
