New Mini campaign plugs perpetual test drive

The Test Drive Forever Plan wants consumers to take a Mini for a spin anytime they want. And keep the car.

Mini Canada, HQ’d in Whitby, Ont., is telling consumers that a 30-minute test drive is just not enough. The fall advertising campaign, the Mini Test Drive Forever Plan (MTF) – explains that consumers can perpetually test drive a Mini for the low price of the car.

‘The campaign was designed to communicate the fun attributes of Mini in addition to the vehicle’s premium features and fuel-efficient characteristics,’ Marc Belcourt, brand communications manager, Mini Canada, tells MiC. ‘From superboards to radio, the MTF creative works in a variety of mediums, which is important for the target group.’

The national campaign utilizes resto ads and online banners in addition to superboards and radio, with creative developed by Mini’s AOR, Taxi 2. A 60-second radio spot kicked off the campaign this month in Toronto, Montreal and Vancouver, and will be followed by three 30-second spots airing into October. Superboards popped up in Montreal on Sept. 22 and are planned for Vancouver on Sept. 29, following a Toronto execution along the Gardiner Expressway.

Resto ads hit bars and fitness centres in Montreal, Toronto and Vancouver last week, and online banner ads plugging are up on sites like Yahoo!, MSN, Now and Georgia Straight. Users on can upload videos of their own MTF experience for the chance to win $500 worth of Mini swag. The videos can be shared virally on online networks like MySpace and digg.

The Media Company’s Toronto branch handled the media buy for the campaign, which runs until November, and Blast Radius, Toronto, dealt with website integration.