Lowe attracts first-time car drivers to the Mini
To ensure that the Mini brand can continue to hold its own in the first-time car buyer segment, Autoverkehr Aarberg and Mini have launched the «Your 24-Hour Mini» promotional campaign. Lowe, an advertising agency belonging to the Draftfcb/Lowe Group, designed an advertising concept for this campaign.
To ensure that the Mini brand can continue to claim its place in the first-time car driver segment, the companies Autoverkehr Aarberg and Mini have launched the activation offer "Your 24-hour Mini". The Lowe advertising agency, which is part of the Draftfcb/Lowe Group, designed an advertising subject for this campaign. The offer is a Mini donated for one day by the Aarberg small car representative for all those who take their driving license at the regional driving school Driving School Richard.
The advertising subject shows that the small car is used by the young as a lure and seducer to get the maximum fun out of it in the given 24 hours, the agency said in a statement. Thus, the subject expresses what a Mini means to an 18-year-old.
In a first step, the offer "Your 24-hour mini" will be advertised with direct mailings and other below-the-line measures.
Responsible at Mini Switzerland: Patrick Cupelin (Head of Mini Switzerland), Jonas Theiler (Head of Communications MINI), Miriam Flückiger (Head of Administration Autoverkehr AG Aarberg). Responsible at Draftfcb/Lowe Group: Florian Birkner (Creative Director), Frédéric Nogier (Art Direction), Ivan Madeo (Text/Concept), Matteo Lonati, Laura Müller (Consulting).
The advertising subject shows that the small car is used by the young as a lure and seducer to get the maximum fun out of it in the given 24 hours, the agency said in a statement. Thus, the subject expresses what a Mini means to an 18-year-old.
In a first step, the offer "Your 24-hour mini" will be advertised with direct mailings and other below-the-line measures.
Responsible at Mini Switzerland: Patrick Cupelin (Head of Mini Switzerland), Jonas Theiler (Head of Communications MINI), Miriam Flückiger (Head of Administration Autoverkehr AG Aarberg). Responsible at Draftfcb/Lowe Group: Florian Birkner (Creative Director), Frédéric Nogier (Art Direction), Ivan Madeo (Text/Concept), Matteo Lonati, Laura Müller (Consulting).
