20 Best Marketing and Advertising Campaigns We Have Ever Seen e book 20_Best_Marketing_and_Advertising_Campaigns | Page 10

10 LET’S MOTOR BRAND: Mini Cooper Crispin Porter + Bogusky CREATIVE PARTNER: In Europe, the Mini Cooper had long been an icon. But in the gas-guzzling, SUV-loving USA, the teeny weeny Mini had only 2% brand awareness and even less market share. So what’s a clever marketer to do? Why, accentuate that difference, of course! Rather than pursue the same-old, same-old TV/print/ radio ad formula that most car brands were follow- ing at the time, Mini and its ever-innovating agency partner decided to eschew traditional media in favor STEAL THIS Focus on the one thing that makes you undeniably different from all your competitors. Double down on that one thing. Screw the cow path. Blaze your own trail. of playing up the fun-factor of the car itself -- in shopping malls, on street corners, glued to billboards … and other unlikely places where only a tiny vehicle with awesome gas mileage and a kind price tag could shine. Ten years later, Mini had not only far surpassed its goals of market share and sales in an indisputably disastrous automobile market -- it also saw the U.S. surpass the UK as the brand’s biggest- selling single market in the world.