Hey everyone, i was wondering if anyone knew where i can find information on MINI's Ad campaign. I need to get a hold of financial statements, target markets and much more.

In case, you're wondering...yes i looked at the BMWgroup website and couldn't find anything dealing with MINI's Ad campaign.

Thanks,

Giancarlo

 

The BMW website has the financial statements. Usually the annual report has a Management Discussion in it which might have target markets. Link

 

Yea thanks for the link, i have have the full annual report on BMW Group in 2005 but nothing is said about their advertising campaigns.

 

It mentions of a few market segments by region but nothing specific...

 

I don't think this is the sort of information they share publicly. I think they may share it with analysts. Perhaps if you purchased an analyst report on BMW you could dig it up. I was at the BSSP Run this past weekend and the new agency described their strategies in a broad way. They indicated that they were trying to combat several issues while still building brand equity without screwing it up. The issues, as I recall, were (1) the perception that the MINI is expensive (2) the perception that the MINI is unsafe and (honest on this one) (3) the perception that the MINI is a "chick" car. So you'll see a lot of messages indicating the low MSRP of an unladen MINI, the gas economy, the superior safety record and "more masculine" images of the car (I think that means more photos of MINIs scratching their crotches and spitting on the ground ).


They also indicated that there was an effort to "give back" to the community and to current owners. The former is indicated by the Motoring Hearts campaign and the latter will be announced in a special, super secret campaign in June.

 

Wow...see, now that's some information, that i most certainly need. Thanks a bunch.

If anyone else knows of anything about what im asking for, please post.

Thanks again,

Giancarlo

 

Do a search on motoringfile.com and there are lots of articles on the Mini Ad Agency

Also

http://www.sfgate.com/cgi-bin/articl...G4AG8L2E29.DTL

http://72.14.203.104/search?q=cache:...s&ct=clnk&cd=8

http://www.cmomagazine.com/read/030106/future.html

http://72.14.203.104/search?q=cache:...&ct=clnk&cd=18

http://www.businessweek.com/the_thre...og_brandnewday

 

^^ Thanks Chows