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

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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.