Mini Cooper campaign first on TV since ’04
The new Clubman model is also being intro'd with an offbeat display at the auto show plus a cinema spot.
Looking a bit like a miniature station wagon – albeit with double rear doors – Mini Cooper’s new Clubman model is being introduced in Canada in an integrated campaign that includes the company’s first television spot since 2004.
Leveraging creative from US AOR Butler, Shine, Stern & Partners, with media buys by Toronto’s The Media Company – and targeting ‘trendsetters who are attracted by the Clubman’s novel concept’ – the TV spot features a pinball machine motif. It’s appearing on a variety of specialty, general interest and sports channels until March 16. A similar cinema spot concluded a three-week run yesterday and will appear again from April 4-18.
As well, the Mini Clubman is currently capturing attention at the Canadian International Auto Show in Toronto with an offbeat display. Entitled ‘Alec Issigonis’s Marvels of the Modern World,’ it showcases a variety of 5-inch themed oddities such as Lars the 5 Inch Rock Star and Milo the 5 Legged Cat surrounding the new five-door vehicle.
Additionally, Taxi 2 created online banner ads to support Mini.ca.