BMW fires starting gun on Mini DM review

By Sara Kimberley, campaignlive.co.uk, Thursday, 05 July 2012 08:00AM

Mini, the BMW-owned car brand, is reviewing its direct marketing account.

Mini: BMW calls DM review

Mini: BMW calls DM review

The review, which is statutory, is being conducted in-house. A number of agencies have been approached.

The account, which includes DM and eCRM, is currently overseen by Lida. WCRS, which handles Mini’s advertising business, is unaffected by the review.

Lida has handled Mini’s DM business since 2005, when it won the account from EHS 4D. In 2010, it also picked up Mini’s eCRM account.

The agency was behind Mini’s most recent press and online campaign, which targeted people’s subconscious.

The ads featured an outline of a Mini appearing in unlikely places, such as in jam on a piece of toast. The dedicated online landing page featured a Mini shape appearing in a constellation in the sky, while online ads produced the pattern on the side of a fish in a tank. The work used the strapline: "Mini on your mind?"

This article was first published on campaignlive.co.uk

Article tags:

X

You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs

  • Campaign Marketing Manager EMAP Competitive + Bonus, London (Greater) / London (East), London (Greater)
  • Exhibition Designers WRG Live Competitive salary and benefits package dependant upon experience, Manchester, Greater Manchester
  • Producer WRG Live Competitve salary and benefits package dependent upon experience, London (Central), London (Greater) / Manchester, Greater Manchester
  • Content Manager WRG Live Competitive salary and benefits package, Manchester, Greater Manchester
  • Marketing Communications Executive | London Salt £200 - £300 per annum, City of London