50 years old and still chasing curves—By MINI

Whitby, ON – MINI Canada has debuted a new spring campaign to promote the MINI hatchback and to celebrate the 50th anniversary of the MINI brand. The new campaign will feature advertising in both traditional mediums as well as some newer avenues. The campaign, which focus on the performance, individuality and heritage of the MINI brand, will feature transit shelter ads, superboards and online banners as well as resto- bars and fitness ads, and grocery store adbars. Running from April 20 until June 28 in Montreal, Toronto and Vancouver, the main message of the new campaign is “MINI turns 50″.

The first installment of the ad campaign begins with transit shelter ads, superboards and ads in resto-bars and fitness clubs. Using playful headlines like, “50 years old and still chasing curves,” and “Who’s your granddaddy?,” the ads suggest that MINI may be turning a half century, but is still young at heart.

The online ad banners, which begin the first week in May and can be found on national automotive and lifestyle websites, will centre on the many customizable options MINI offers. Visitors will be directed to the MINI online configurator where they can have fun creating their own unique MINI, as well as find information on MINI’s vehicles.

In typical MINI style, this ad campaign will also move outside the more traditional advertising channels and venture into new territory. Also beginning in the first week of May, MINI grocery themed ads will be featured on the divider bars found in grocery store checkout lines. Playing on the grocery theme, these creative ads feature phrases such as, “Pick one up fresh today. Only $19.43 per lb.”

The ad campaign was developed by TAXI 2 with the media buy handled by The Media Company.

About Mini
MINI was launched in 1959 but only took off in Canada in 2001 under the stewardship of BMW. There are 23 MINI dealerships across the country, all offering the Cooper Classic, Cooper, Cooper S (the latter two are available in both coupe and convertible models). The 2008 model year marked the addition of the larger Clubman and Clubman S. And let’s not forget about the sportier John Cooper Works editions.

(No Ratings Yet)

 Loading ...