After reading this article I can tell you that I truly appreciate good advertisement campaigns. We all can. We’re all tired of the ads that are boring, long, and drawn out. I can’t even recall the amount of times I’ve heard the Proactive infomercial start and quickly change the channel. A good commercial makes you smile at it’s originality.
That is exactly what the Mini and Porsche campaign made me do. Smile. It captured all my attention and from the start and I was enamored by the possibility that Cooper might win; I mean, can you blame me? It was the classic David and Goliath story, you know I was hoping for a fairy tale ending.
I now know indefinitely that Porsche ($100,000) is faster than a Mini ($30,000?)… figured so. As I keep thinking about it though, that’s the whole idea. Cooper never really planned to win, but that was their campaign; it’s the possibility that the underdog might topple over the giant that boosts their sales not the actual result.
I get it. After sitting through two months of marketing class I finally understand the idea behind brands. Campaigns give brands personality it’s what they want consumers to feel like from using their products just like how Axe wants you to feel sexy and Doritos wants you to feel Bold.
Mini wants people to challenge the status quo by purchasing it. Being little yet courageous is how it has branded itself. The never giving up attitude and not afraid to push the boundaries of possibilities is what this brand is all about. People eat that stuff up. Mini is an underdog in the global car industry but it’s totally cool with that. Doesn’t mean it can’t try fit in and roll with the best.
“Like any underdog we’ll be back, biting off more than we can chew, and lovin’ every minute of it”
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Interesting post, I like that you recognized Mini is challenging consumers to go against the status quo!