Lowe advertises the new Mini with radio, webcam and cinema spots
Lowe, an agency belonging to the Draftfcb/Lowe Group, launched a three-phase campaign for the automaker Mini to draw attention to its new convertible. The campaign used a direct mail piece, movie theater spots, print ads, and a webcam to promote the new Mini.
The Lowe agency, part of the Draftfcb/Lowe Group, has launched a three-phase campaign for the car manufacturer Mini to draw attention to its new convertible. The campaign was launched with a mailing. This was followed by TV billboards and cinema spots, and the final part was a print ad, which drew attention to a webcam on the Mini homepage.
The three-phase campaign kicked off with a two-stage mailing. In the second phase, Lowe used international cinema spots and TV billboards adapted to the Swiss market, as well as radio spots and advertisements created in-house. These encourage people to get into their new convertible regardless of the weather. The final part of the campaign followed shortly before the national launch weekend. A print ad on March 23 drew the attention of 20 Minuten readers to a webcam.
Responsible at Mini Switzerland: Patrick Cupelin (Head of Mini Switzerland), Jonas Theiler (Head of Communications Mini Switzerland). Responsible at Lowe: Daniel Comte (Executive CD), Frédéric Nogier (AD), Ivan Madeo (text/concept), Rolf Jeger, José Gonzalez, Jasmin Jost (consulting).
To the spot
To the spot
To the radio spot
The three-phase campaign kicked off with a two-stage mailing. In the second phase, Lowe used international cinema spots and TV billboards adapted to the Swiss market, as well as radio spots and advertisements created in-house. These encourage people to get into their new convertible regardless of the weather. The final part of the campaign followed shortly before the national launch weekend. A print ad on March 23 drew the attention of 20 Minuten readers to a webcam.
Responsible at Mini Switzerland: Patrick Cupelin (Head of Mini Switzerland), Jonas Theiler (Head of Communications Mini Switzerland). Responsible at Lowe: Daniel Comte (Executive CD), Frédéric Nogier (AD), Ivan Madeo (text/concept), Rolf Jeger, José Gonzalez, Jasmin Jost (consulting).
To the spot
To the spot
To the radio spot
