“Let’s motor” is the tagline BMW will use to introduce its new Mini subcompact to the U.S., the website Adweek.com said, citing company sources.
Adweek.com added that BMW U.S. executives and their advertising agency, Miami’s Crispin Porter + Bogusky, refused to comment ahead of a Thursday press conference in New York.
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However, Adweek.com said, examples of print work and point-of-purchase material sent to U.S. BMW dealers last week were tied closely to the “Let’s motor” theme.
They featured technical drawings of the Mini linked with various graphic elements including a roller coaster with the headline, “Drive it”, a vintage record player communicating, “Feel it” and a slot machine represented by the line, “Live it”, Adweek.com said.
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The website said that the work was the first in a series of print and TV advertisements targeting car enthusiasts and young professionals scheduled to start in October even though the first new Minis do not reach U.S. dealerships until next spring.
“The stuff will be as far out as you can imagine,” a source told Adweek.com.
According to Adweek.com, what the advertising business calls ‘guerrilla marketing’ will play a major part in the advertising campaign with a New York skyscraper wrapped to represent the Mini’s two-tone paint finish while one of the new cars will be installed in spectator seats in a California sports stadium.
Adweek.com said that the advertising agency won the new Mini account by positioning the car as an automotive icon comparable to the Mustang or Corvette rather than as a utilitarian vehicle like the new Volkswagen Beetle.
Agency president Jeff Hicks told Adweek.com that he and creative director Alex Bogusky built a case for branding the $US18,000 Mini as a ‘must-have’ vehicle, rather than as a mainstream brand building market share in the crowded subcompact category.
Given that the original Mini was sold in the U.S. only from 1961 to 1967 (it was sold in neighbouring Canada into the 1970s), some of the agency’s pre-campaign research is unsurprising.
According to Adweek.com, the research showed that just 10 percent of U.S. consumers know of the Mini marque.
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