!Canada's Next top Ad Exec !

Workshop!!

University of Toronto, Scarborough Campus !!!!!!!!

November 28, 2012 !!

Joachim Ravoth Driving Brand Success !

| jravoth@mac.com | www.ravoth.com linkedin/ravoth | twitter/ravoth | posekim/blogspot.ca "

Great Creative Drives Great Results."

Joachim Ravoth Driving Brand Success"

Mercedes'Benz+Logo+

MERCEDES-BENZ C-COUPE"

The Way It Was""Mercedes had a bit of a stodgy brand perception in Canada.""The C-Class was intended to offer a new generation of consumers a reasonably-priced, yet completely desirable entry into the Mercedes-Benz family.""In summer, 2001, the C-Coupe was introduced to a younger, more hip audience Mercedes wanted to target."""

The Problems We Faced"Stiff competition in the sport coupe category, with established players like BMW dominating �mind share� of our intended youthful, performance-driven audience.""Stigma and perception around the Mercedes brand as relevant only to older, more established, more predictable consumers.""Our target audience audience would never think of setting a foot in a Mercedes-Benz dealership."

The Insights We Uncovered"""The youthful, energetic audience we were coveting needed to feel �invited� to explore the Mercedes brand and the C Coupe.""Connecting our target in unexpected, �un-Mercedes� places was key to demonstrating an authentic and believable change within the brand."""

The Action We Took"We used an �unexpected� tone for Mercedes, designed to intrigue a new kind of customer."

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A media onslaught was planned to grab attention of hip, trendy, urban consumers in their own environment."

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This activity was anchored by an aggressive Cinema advertising campaign."

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An �under the radar� initiative was developed to coincide with the Toronto International Film Festival. "

Outdoor - C Coupe"

Outdoor - Spotlight"

Magazine Ad"

Wild Postings"

�Under the Radar� Initiative"

The Results We Got"Mercedes had seen a marked increase in showroom traffic among younger consumers. "

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In addition, the campaign drew a great deal of press around Mercedes� effort to appeal to a younger audience."

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Most importantly, the C-Coupe was sold out in Canada until spring 2002. "

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Rejuvenated the brand and made it accessible to a younger and more hip audience."

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MINI COOPER"

"Launch Campaign"" Spring 2002"

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Generate awareness for the MINI""" Establish brand platform and personality of the car" "" Sell cars 2,700 cars ""

Objectives"

Strategy"""Tease and entice the consumer."

Profile the emotional & rational sides of the car."

Translation - don�t underestimate the MINI."

What you get = power, handling, design & quality."

What you feel = worldly, smart, hip.""""

Personality: " "Mischievous! ! !Gutsy! ! !Fun!

Brand !Positioning!

The Mini is the little car that can. It is ballsy with lots of attitude and full of unexpected surprises. The bad boy on the road, that is unexpected, unconventional and likes to break the rules and gets away with it because of its performance and heritage. It is always looking for kicks and likes to stand out in the crowd."

Promise: " "Concentrated Power"The Mini is small but potent. It is a firecracker or a hot tamale that packs a surprising punch."

Media Vehicles"" "

"" TV

NationalBig Image Builder

Highest Reach

Lifestyle MagazineNational/Regional/City

Highly targeted environmentHigh Reach

OutdoorUrban

Street LevelMatched to lifestyle

BrandshaperInnovative

Attention getting(Cage, MINIonthewall, Airport)

RadioLocal

targetedcost effecient/frequency

Media Mix

TV'Air Cover'

Image & Impact#1 influencer

Lifestyle Magazine#2 influencer

Copy potentialTargeted environment

OutdoorIn your face

Where the target isGood Summer Medium

BrandshaperVery targeted

matches brandpicque interest

RadioVery targeted

High FrequencyDrive offer/value

Role of Media

Magazine "

Newspaper "

Newspaper "

Washroom Board "

Transit Shelter "

Billboard"

Television"

Fun" Space"

Cop"Safety"

Post Cards"

Guerilla"

Guerilla"

Brand Shapers - Slingshot"

Guerilla"

" Sales of the MINI Cooper reached new heights in June 2003.""High awareness - 63.1% had heard of the MINI.""Brand personality established (unique 80%)."""

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Results"

Results"2003:"Obie Award - Billboards "Obie Award - Print Campaign"Advertising Design Club of Canada - TV, Radio and Print""2002: "Advertising Design Club of Canada - Transit shelter"Applied Arts - TV spot Anthem"Applied Arts - Advertising/ Promotion"Applied Arts - Billboard"Applied Arts - Newspaper"Applied Arts - 0ut-of-Home"Bessies - TV Spot Anthem"Communication Arts - Sales Promotion �Build your own MINI�"Award Show"Extra Awards - Auto Dealer "�Speeding Ticket� """

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Marketing Strategy | Branding | Online & Social Media""

Joachim Ravoth Driving Brand Success"

416.356.8173 | jravoth@mac.com | www.ravoth.com | " linkedin/ravoth | twitter/ravoth | posekim/blogspot.ca | "

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