CAMPAIGN-I: Ehsrealtime picks up online launch for Mini

Ehsrealtime has won the online launch task for BMW's new Mini, which will be unveiled this summer.

Ehsrealtime has won the online launch task for BMW's new Mini, which will be unveiled this summer.

The new-media business for Mini was previously handled by AKQA, and it is understood that the agency did not repitch for the account.

Ehsrealtime won the account after a pitch which was believed to include Lateral, Victoria Real and an unnamed German agency.

BMW retained the Mini brand last year after the German car-maker sold the flagging Rover brand.

WCRS, BMW's advertising agency, won the brief to handle the pounds 10 million launch advertising campaign for the new Mini (Campaign, 28 July 2000). However, WCRS's e-brands division has been shunned in favour of ehs-realtime.

Emma Scammell, the marketing manager for Mini, said about pounds 2 million of the brand's advertising budget would be dedicated to its digital branding strategy. She said: 'Other media, such as online and direct marketing, are just as important now as TV advertising.'

Ehsrealtime will build the brand's website, and will also develop an online advertising strategy for the new car model. The agency has been handling the brand's direct marketing activity since July last year.

Phil Jones, the vice-chairman of ehsrealtime, said: 'We are going to be judged on very visible results and see our task to integrate and make effective every aspect of communications we produce.'

Scammell added: 'The web-site will not look like any other car site. Our site is really going to show the personality of the car. The Mini is gutsy and wants to stick two fingers up to convention.'



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