1. Francesca Giordano

2. Starting up the engine 1st gear – Where are we now? 2nd gear – Objectives Target Audience 3rd gear – Creative Solution Storyboard 4th gear – Selected Media 5th gear – Timeline & Budget Reverse – Conclusion

3. 1st Gear Where are we now? Positioning regards to gender & quirkiness Key AMini Cooper BVolkswagen Beetle CFiat Nuova 500 DPeugeot 207 EFord Fiesta FVolkswagen Polo GNissan Micra

4. Key AMini Cooper BVolkswagen Beetle CFiat Nuova 500 DPeugeot 207 EFord Fiesta FVolkswagen Polo GNissan Micra Positioning in regards to price & age of consumer it appeals to

5. Objectives Advertising Objectives: Raise awareness - 70% awareness within target audience 21% visited showrooms Media Objectives: Reach 80% - 6 times a month Frequency: 6 = GRP: 480 per month Marketing Objectives: Sell on average 900 MINI Convertibles per month Achieve 15 % category market share by end of June 2010

6. 2nd Gear Target Audience Primary > Young affluent males Secondary > Trendy Females Middle + Upper class – can afford brand new car Perfect city & country car Personality Types - Trendy, Sporty, Attractive, Cheeky, Fun loving Low Insurance (Band 8) 18 - 35 “From rich celebrities to poor students” (Simms C. D. and Trott P. 2006).

7. 3rd Gear Creative The advert needs to be individual, sporty & cool Customisation is a key feature in Mini cooper Synergy from past campaigns Maximise on British origins

8. The Commercial http://www.youtube.com/wat ch?v=lOpYSlNKhYw http://www.youtube.com/wat ch?v=lOpYSlNKhYw

9. Settings

14. Promotion ATRN model A = Attention T = Trial R = Reinforcement N= Nudging Prizes Win a day out at a Polo Game Satellite navigation system Blue tooth device Colour up-grade Leather interior

15. 4th Gear - Selected Media Billboards Reach drivers Signature image Communicate promotion Curiosity Visit website & dealer

16. 4th Gear Online “We want to play!” Links to www.mini.horsepower.co.uk Easy send & forward option Viral

17. Full length advert Details of scratch card promotion The online MINI polo game More info on new MINI convertible Link to MINI’s official website www.mini.horsepower.co.uk

18. Event The Polo Cartier Event Drive visitors from car parks to the event Get awareness Create associations Positioning

19. Radio

20. 4th Gear Television Sponsorship Cinema

21. 5th Gear

22. Total Investment £22*691*961

23. Reverse

25. Measuring effectiveness No. of consumers visiting show rooms No. of test drives Tot. of Visit to Website No. of redeemed scratch cards No. of actual sales Achieved market share Brand perception post survey Stock Market share value