move to invest into the execution and
production of the 24 hours live broadcast.
With people quarantined, their best bet
may have been digital banner ads and
sponsored posts to drive awareness of
their campaign. That is a great belief in
the MINI brand, and we need to be able
to have this level of confidence with our
own brands that our customers will come
to the party whenever we call. This can
only be the case when our campaigns are
innovative in execution and delivery.
Lastly, we must truly understand
our customers’ passions. The MINI
COUNTRYMAN is a premium compact
SUV designed for the outdoors, with
ALL4 all-wheel, all-weather capabilities
and is specifically designed for rugged
roads. It is no surprise that MINI chose
that model for this project.
Naturally, you wouldn’t take your MINI
to the mountains, at least in Kenya in our
context. You would opt for a bigger and
raised SUV, but MINI’s objective to dispel
this myth was a huge success. That is an
instant upsell and a vote of confidence for
the car.
MINI also knows that its customers
who choose the COUNTRYMAN have
a passion for outdoors, so they gave the
customers just what they wanted - the
outdoors. To bring it all together, they
included the scenery, the sunsets, the
sunrise, an outdoor BBQ and 6 ‘friends.’
Anybody who was longing for a day out
and some sunshine definitely got it.
Other brands have done similar
campaigns. One of my personal favorites is
the famous Volvo Interception campaign
during the American Superball Sunday.
Volvo took home a Cannes award for the
same reasons MINI might win one this
year for their camping trip in the cloud
campaign.
Volvo and MINI have both positioned
themselves as being disruptive, showed
absolute confidence in the online space
and display a full understanding of the
passions of the customer. Volvo did not
pay for advertising during Superball
Sunday but took full advantage of the fact
that people would be online.
MINI, I imagine had no option but to
translate the reality to an online audience.
Without the quarantine, I suspect all fans
of MINI would have lined up along the
mountains to witness the trip and the
campaign would have not delivered as
much passion as it did.
Much as the result of MINI’s campaign
is yet to be seen, the test is simple and
obvious for our own local brands at this
time. Now that majority of our customers
are staying home, are your customers still
thinking about you and speaking to you?
Have your engagement numbers grown
or perhaps have your sales grown? Are
your customers asking what you are doing
during this time? Or sadly, do you still
have your customers? Jude for yourself,
how malleable is your brand?
Diana Obath is a seasoned Public
Relations and Communications
Specialist. You can commune with
her on this or related issues via mail
on: [email protected].
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