BMW breaks new Mini campaign
By Adnews Staff
BMW Group Canada of Whitby, ON has begun a spring marketing campaign for its Mini brand. The campaign consists of billboard, transit, parking lot and street advertising along with online materials. The creative encourages viewers to get rid of their current cars in favour of the Mini. The Mini.ca website now features a program called the "Mini Incubator." Visitors to the site can select the type of car they currently own, which will then be transformed into a Mini over a two-week period. During this time, the visitor will receive updates on the process by email that will communicate various features of the Mini. Large format billboards have been installed in the three cities. The Toronto board depicts a Mini moving through a maze of three-dimensional pylons. The Montreal ad depicts a Mini on one end of a balance board as a sumo wrestler jumps on the other end. The Vancouver ad shows a string of black tire marks on a white background. The transit shelter ads use copy such as , "Sucks less than your minivan," while wrapped garbage containers display the line, "Lose your car keys here." Ads in the washrooms of restaurants and bars resemble city maps locating areas with high rates of car theft. Banner ads are running on the Yahoo, Sympatico/MSN and NOW Toronto websites. The campaign was developed by Taxi 2.