Philip

When the car launched, they had to show the car often to establish the brand. Now, in a non-product oriented campaign like this one, the viewer takes what they already know about MINI and come to their own conclusion–multiple times on each website–about the many reasons why MINI is special and unique.

It creates a much longer lasting impression for someone to reach that point through their own thinking then it does if it is something they’re simply told.

None of those sites come out and say it’s obsurd that someone could mistake a MINI for those cars. Instead they play it straight so that the viewer decides that the MINI is so special and different that it’s silly to compare it. The intended audience is familiar with MINI but probably never put much further thought into the brand. They may have never taken the time to think about how unique the brand is, and this campaign forces them to do that.

A few years into establishing the brand, I think it’s a smart and logical progression.

It’s not for everyone, but I doubt it would ever be the primary campaign anyway. It’s targeted at a very specific audience and I think it does well addressing that audience.

All they really need to do is SHOW THE CAR and unfortunately they fail to do this.

By contrast, the original MINI television ads were right on the mark. They were cheeky, they perfectly set the tone of the brand, and made sure to show the car being the badass it is. I think as more mainstream folks buy MINIs, the brand starts to become suceptible to losing its core image, the same way the New Beetle has become homogenized and bland over time. It is important to reinforce that original branding tone — the British, witty, and irreverant tone.

From: Notifications@counterfeitmini.org Subject: Some bad news about MINI4Auction.com Recently you visited MINI4auction.com and requested to be notified of any upcoming auctions. Unfortunately, we at the Counter Counterfeit Commission have some bad news for you. The auction on MINI4auction.com are almost entirely made up of counterfeit MINI Coopers. This may be hard to believe based on the photos, but it’s true. They’re fakes. MINI4auction was trying to send you an email to notify you of an upcoming auction. Luckily, our Tech Ops department was able to intercept it in time. We don’t even want to think about what might have happened otherwise. Rest assured, you’re safe now. To learn more about motoring fraud and to protect yourself from counterfeit MINI Coopers, visit counterfeitmini.org Stay genuine. Sincerely, Matt Bonin Director Counter Counterfeit Commission

Of course the genius of it is that it does all of that without being overt about it. With the success of the MINI other car makers will release their ripoff versions to try to cyphon away the market. What better way to convey that nothing compares to the one-and-only than this clever campaign?

At any rate, I love the faux MINIS. They look like a do it yourself Pimp My Ride episode gone wrong.

        BCNU,
      Rob in Dago

Was one of those David Rose’ car? Oops I guess not.

+++RB