Malaysian Media Awards Winners Showcase





2012 | |

We Know Your Inner Mini

Advertiser: BMW Malaysia
Brand: MINI
Creative Agency: -
Credits: -

Challenge
In a year of budget cuts and low sales outlook, we need our Search Campaign to work as hard as possible. So, in addition to increasing site traffic and awareness, we further custom- designed our Search strategy to make it into a CRM-like tool.

Solution
All of MINI’s range of cars provides equal satisfaction. However, each product model stands boldly for a certain driver profile & personality. Our Search strategy cleverly identified who exactly these potential customers are, what models they are interested in, and why, by using keywords which led to clicks to individual models’ product pages. By studying individual product models, we were able to identify emotional triggers that suited the respective models.

Execution
Each product model keyword sets were mapped to individual product pages. E.g. adventure based keywords were reserved for the MINI Countryman because of its crossover characteristics. The Coupe owned keywords about style and fashion because of its chic-ness. We crafted ad copies that conversed with the audience rather than sounding too brochure- ware. This makes the product characteristics come through from real experiences. No other advertiser in Malaysia capitalized on Search ads this way before.

Results
Real sales! 1 in 10 MINI sold in 2011 can be traced directly to leads generated from this campaign, some costing as low as only 0.04 cents, to sell MINIs costing as high as a Quarter Million Ringgit ! Overall, MINI CRM leads in 2011 jumped up a staggering 20%.