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Your brief to us:
A big idea for end of term CRM that can
win back every MINI customer.

DEFECTION:
17%(-4)
15%(-2)
18%(+7)
NEEDS a
bigger car.
Wants a
change.
PRICE.
NCBS 2012.

MINI DRIVERS ARE ATTRACTED
TO NEW AND DIFFERENT.
More than anyone else, MINI drivers in every
market prefer a car that is distinctive.
NCBS 2012.

THE SECOND MINI
DOESN’T FEEL AS
NEW AND DIFFERENT
AS THE FIRST.

CHALLENGE:
Persuade MINI drivers who want a change
that a new MINI is an exciting option.

CHALLENGE:
A new adventure is exciting to every MINI driver.

A strategic change of focus:
SOLUTION:
A re-purchase
“PLEASE STAY”

A strategic change of focus:
SOLUTION:
A re-purchase
“PLEASE STAY”
A NEW purchase
“A new adventure”

TONE:
EXCITING NEW ROMANCE,
NOT RENEWING OF VOWS.
Talk about the new adventures to be
had, not repeating the past.

EXECUTION:
MAVERICK. ENERGETIC. PLAYFUL.
Cheeky, exciting and brief, not a
corporate information overload*
*And it’s minimalist

CONTENT:
PLAY TO THE STRENGTHS OF
OUR NEW AND DIVERSE RANGE
Use the new models and features that will help
us keep customers looking for a change.

JOURNEY:
LIKE A FRIEND
A personal journey that puts customer
and MINI together fast at a test drive.

Cast of characters
A MINI owner
A 2009 MINI
A 2012 MINI
Alex’s local MINI dealer
A sexy new car (brand unknown)
Alex’s best friend
ALEX
ALEX’S MINI
NEW MINI
SABRINA
“OTHER” CAR
RON

Friday
17:33
Scene 1: Driving home

It’s late on Friday afternoon.
Alex is driving home in his MINI
after a great week at work.
Alex is super happy. He
loves driving his MINI and
he has exciting plans for
the evening ahead.

Alex stops at a red light.
A car pulls up beside him.
Alex looks across.
Beside him is a stunning
new car, the afternoon sun
glinting across its shiny,
curvy, sexy newness.

Alex is at home.
He has cancelled his plans.
He is looking out of the
window at his MINI.
He has always loved the MINI,
but he starts to wonder if
the time has come to start
looking for something new.

Saturday
11:05
Scene 3: the morning after

Alex collects his post on
his way to the kitchen.

Cars are presented on
perforated postcards.

Dealer contact form on the
reverse of each car.

URL encodes customer’s
location information.

Tuesday
17:22
Scene 4: the date

Alex arrives at the MINI
dealership for his test drive.
He heads toward the
“Speed Dates” sign.

A dealer appears.
“Hi, I’m Sabrina. You
must be Alex?”
As Sabrina walks Alex over
to his MINI Roadster she
hands him an iPad.

Test drive partner app
personalized with driver details.

Back at the dealership
Alex is super pumped.
The test drive was great. Alex
has his mojo back and really
wants a new MINI Roadster.
He wraps up the test
drive by answering a few
simple questions on the
iPad before Sabrina takes a
photo of him with the car.

App captures driver’s feedback
on the car and the terst drive.

The dealer uses the app to
photograph the driver with the car.

TUesday
20:14
Scene 5: THE Pub

Later that evening Alex is in the
pub with his best friend, Ron.
His phone buzzes; he has mail.

Info captured by the app is used
to personalize follow up contact.

Alex Danklof shared a photo via Instagram.
Awesome test drive today #MINI. I think I have
found my next car :)

meanwhile...
Amplification: Singles night

MINI hosts speed dating
events at dealershps.
Singles are invited
to meet each other in
MINI’s newest models.

Singles night test drive event
at a MINI dealership.

1. ExCite
Printed DM, Email.
2. convert
Landing page.
3. EXPERIENCE
Test drive assets / process
JOURNEY FOR CuSTOMERS
WITH A MODEL IN MIND.
JOURNEY FOR CuSTOMERS
WITH NO MODEL IN MIND.
DEALER FOLLOW-up

WHY WE LIKE IT:
Focus: One big idea that unites our audiences
Energy: Bursting with the new brand spirit
Like a friend: A more MINI way to do CRM

Development of digital master:
€7.500
Localisation cost:
€681,84 (per market)
Printing costs:
500 pcs: €830 (3.02)
1.000pcs: €840 (1,52)
2.000pcs: €880 (0,78)
5.000pcs €975 (0,33)
10.000pcs €1.155 (0,12)
20.000pcs €1.465 (0,11)
(Per unit including localisation)
POSTCARD.
Size:
148 x 105mm
Printing:
Double sided full-colour (4/4)
and varnish/lacquer
Paper:
240 grs. Invercote Creato
Finishing:
To be cut
Custom printing:
One-sided printed in black (same
font and size) of customer name,
car model and promo code

€15.000
Localisation cost:
€1.363,68 (per market)
Printing costs
500 pcs: €1.755 (6,24)
1.000pcs: €1.820 (3,18)
2.000pcs: €1.940 (1,65)
5.000pcs €2,330 (0,74)
10.000pcs €2.940 (0,43)
20.000pcs €4.165 (0,28)
3 panel brochure.
Flat size:
315 x 148mm
Finished size:
148 x 105mm
Printing:
and varnish/lacquer
Paper:
Finishing:
To be cut, 2 x perforations and
2 x accordion folded
Custom printing:

€25.000
Localisation cost:
Printing costs
500 pcs: €1.890 (6,5)
1.000pcs: €1.975 (3,34)
2.000pcs: €2.155 (1,75)
5.000pcs €2.725 (0,82)
10.000pcs €3.620 (0,49)
20.000pcs €5.430 (0,34)
6 panel brochure.
Flat size:
630 x 148mm
Finished size:
148 x 105mm
Printing:
and varnish/lacquer
Paper:
Finishing:
To be cut, 5 x perforations and
5 x accordion folded
Custom printing:

AKQA will provide content guidelines
for the NSC markets and dealers
to support localization.
Copy Brief Template.
Copy Guidelines
Design Guidelines
HTML Template
€11,000
( based on NSC Monthly newsletter)
EMAIL
Design and development of
a newsletter template that is
modular for ease of updating. It will
communicate model information and
be designed for market adaptation.
It will be an HTML template with a
lite and heavy version for review to
exemplify the template’s modularity
for different content configurations
which vary by market.
Copy and images from DM collateral
will be used for efficiencies.

A personalised experience that
expresses the brand and converts
to a customised test drive, quickly.
Deliverables:
Targeted Landing page
After entering a unique URL the user
will go to a landing page with his/her
selected model and 3 closest dealers.
generic version of the above
User will go to a generic landing
page and enter their location
details to find their ldal dealer.
Page has two links, Package
details page and Capability test
TC’s page
FB share
Error handling
Scope includes:
Technical Discovery, User Experience
Design, Visual Design, Copywriting,
Development, Implementation of
tracking, Testing, Deployment

Global cost €170,000 - 195,000
Localization cost: €10,000-12,000
Note:
Experience will be implemented
as an iframe by AKQA.
Speed-dating online module.
Package details page
Showing the features for the specific
model (need to build one for each)
Imagery, text, animations
Compatability test page
User answers questions to see which
model they should choose, assume
different pages for each question.
Results page
Shows all models and the % of each
(the % will determine the size of the
cars in how they are displayed)
Once confirmed
Thank you screen
Details will be sent to the dealer with
users phone number, coffee choice etc
Email is sent to user to confirm the test drive.

An experience that expresses
the brand and converts to a
customised test drive, quickly.
This version includes the online
speed dating experience and will
use the current Test Drive forms.
Deliverables:
Landing page
Page has two links, financing options
page and compatibility test.
User can navigate to view the
other models to test drive.
TC’s page
FB share
Error handling
Scope includes:
Technical Discovery, User Experience,
Design, Visual Design, Copywriting,
Development, Implementation of
tracking, Testing,Deployment
Global cost: € 40,000 - 50,000
Localization cost: € 2,500-4,500
Note:
Experience will be implemented
as an iframe by AKQA and
can manage localisation
Speed-dating online module. BASIC.
Package details page
Displays features for the
specific model.
Imagery, text, animations.
Compatability test page
The user answers questions to identify
the perfect model for them, assume
different pages for each question.
Results page
View all models and the %
compatibility for each (the % will
determine the size of the cars
in how they are displayed).
User chooses model and will
be taken to current test drive
form on the NSC site.

A platform to continue the
personalised journey, drive
to test drive, and help the
dealer to close the deal.
Deliverables:
Start page:
Displaying users name
Graphics:
Product detail page
One page per car showing the
special features (imagery + text)
User can navigate through the pre-
chosen car + the other models)

Scope includes:
Technical Discovery, User
Experience, Design, Visual Design,
Copywriting, Development,
Implementation of tracking, Testing
Global cost: € 60,000 - 80,000
Localization cost: € 11,000
ipad app.
Feedback page
Questionnaire where user
chooses an answer from 1-10
Thank you screen
Confirmation email
After the test drive MINI sends an
email to the users responding to
the feedback he/she provided.
We’ll create 5 different emails.

€19.000
Localisation cost:
Printing costs
500 pcs: €685(4,01)
1.000pcs: €750 (2,1)
2.000pcs: €890 (1,13)
5.000pcs €1.250 (,52)
10.000pcs €1.830 (,31)
20.000pcs €3.025 (,21)
(Per including localisation)
CUSTOMER QUESTIONAIRE.
Flat size:
315 x 297mm
Finished size:
105 x 297mm
Printing:
and varnish/lacquer
Paper:
300 grs. Silk mc
Finishing:
To be cut, 2x’s folded

EOT Finance Vehicle
Assessment letter

€19.000
Localisation cost:
Printing costs
500 pcs: €685(4,01)
1.000pcs: €750 (2,1)
2.000pcs: €890 (1,13)
5.000pcs €1.250 (,52)
10.000pcs €1.830 (,31)
20.000pcs €3.025 (,21)
(Per including localisation)
Envelope Letter
Flat size:
315 x 297mm
Finished size:
105 x 297mm
Printing:
and varnish/lacquer
Paper:
300 grs. Silk mc
Finishing:
To be cut, 2x’s folded

DM mailing
Onsite
module EOT lettersDealer Total Cost
low postcard
€ 7,500.00GLOBAL
€ 25,000.00GLOBAL
€ 1,657.00LOCAL
€ 4,089.00LOCAL
6 page brochure
speed-dating
microsite + current
NSC test drive form
€ 45,000.00
€ 182,500.00
€ 5,000.00
€ 11,000.00
speed-dating
microsite +
automated email to
dealers customer
Finance Vehicle
Assessment letter
€ 7,000.00
€ 7,000.00
€ 1,516.00
€ 1,516.00
Finance Vehicle
Assessment letter
€ 78,500.00
€ 302,500.00
€ 10,787.00
€ 27,605.00
Printed
Questionaire
€ 19,000.00
€ 80,000.00
€ 2,614.00
€ 11,000.00
ipad apphigh
Assumes: all DM mailings assume 5000 pieces

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