In this week’s edition, Industry stalwart Adweek takes a look at what lead MINI USA to create the Hammer & Coop webisodes over a typical TV campaign. Here’s an excerpt::

>For Mini, the question was how to promote a 2007 model that has few improvements on the outside and major upgrades on the inside.

>”Television and print ads do a better job of showing the exterior of a vehicle than they do explaining less obvious interior upgrades, such as a start button, and performance features [like] fuel efficiency and improved handling,” says Hardy.

It’s an interesting article if your a student of branding or just a fan of the product. It’s also worth noting that dealer leads are up 60% since the launch of the campaign. That certainly jives with what we’re hearing at MF from dealers around the country.

You can read the entire article here:

[ Mini Cooper Retro Webisodes ] MotoringFile