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The objective of the Countryman campaign was to increase awareness and consideration of the MINI Countryman among a young family audience. MINI wasn’t reaching the family audience as much as the competition so we needed to find a way to reach this important audience and get them to understand that MINI has a car that fits their needs.
In trying to reach families, we knew that we needed to show that the Countryman had the size and features to handle a family, but we also had to prove how MINI was different than the many other family-friendly cars available. We identified an insight that while young families are looking to get a bigger car that can handle their daily needs, they don’t want to have to settle for a boring, dull car. We needed to prove that the MINI Countryman provided that perfect balance of fun and functional. The strategic idea that came out of this insight was “Growing up without giving up” and who better to personify this idea than pro skater turned family man, Tony Hawk. To prove that MINI Countryman families have more fun, we featured Tony Hawk and his kids on a road trip less ordinary. Instead of the typical, boring family road trip to a waterpark, the Hawks take a road trip to an abandoned water park for a family skate session.
The Countryman campaign successfully achieved our goal of increasing awareness and consideration among our young family audience, while also contributing to an increase in Countryman sales among our target:
- Consideration among young families increased 43% during the campaign.- The campaign drove a 38% perception lift among Instagram users that MINI meets the needs of a young family. - June saw the highest Countryman sales among the family target to date. - Since the campaign launch, the percentage of Countryman sales to households w/children increased each month.