Anyone who has ever tried to take a test drive before buying a new car has probably at some point encountered a recalcitrant dealer. This tends to be especially true when you want to try out a popular car like the MINI or Prius. Even if you can get a drive you're lucky to get 30 minutes at the wheel which is hardly enough to really evaluate a product that you are about to spend tens of thousands of dollars on. MINI Canada is offering up an unusual new test drive program called MINI Test Drive Forever. All you have to do is pay some cash, which coincidentally equals the price of the car and MINI Canada will let you test drive the MINI of your choice for as long as you want any time you want. You can even keep it at home and just bring it in for scheduled maintenance. Obviously it's nothing more than a quirky new advertising campaign encouraging people to buy a MINI but seems in keeping with the fun attitude of the brand. Given that MINI is currently selling cars as fast they can build them, it hardly seems worth spending the money on another marketing campaign.
[Source: MINI Canada]
MINI Offers Never Ending Test Drive.
Whitby. As part of its fall advertising campaign, MINI Canada has created the MINI Test Drive Forever Plan (MTF). The MTF was developed because a 30 minute test drive is simply too short to fully experience the thrill of a MINI. For the mere price of a MINI, prospects can enjoy MINI anytime, anywhere.
This fall, Canadians will experience the MTF campaign through a variety of mediums. From radio to billboards to resto ads to online banners, the MINI target market will see and hear the MTF theme, the brand, and their MINI retailer, who will ultimately make MTF a reality.
The heart of the MTF campaign features four radio spots, which is a departure from recent MINI campaigns. The first radio spot was a 60-second kick-off of the campaign that introduced the MTF plan on September 8 in Toronto, Montreal and Vancouver. Three 30-seconds spots follow during the weeks of September and October, showcasing a variety of themes including fuel efficiency, performance, handling, premium features and of course, fun.
Superboards in Toronto, Montreal and Vancouver boast cheeky fuel efficiency messages. The first board is up in Toronto along the Gardiner Expressway stating "Reduce your carbon lead foot-print." The remaining two other boards will be up the week of September 22 in Montreal and September 29 in Vancouver.
Resto ads in select bars and fitness centres in Montreal, Toronto and Vancouver began the week of September 15. Headlines such as "On a regular test drive, you're not allowed to 'christen' the back seat" are paired with ad copy that plays into the MTF theme, with specific messages of performance, fuel efficiency, and handling.
Online banner ads have been developed to drive visitors to MINI.CA with the call to action of sharing their MINI Test Drive Forever experience. The ads are placed on popular sites such as Yahoo!, MSN, and specialty sites such as NOW and Georgia Straight.
The MTF call to action on MINI.CA allows users to upload their personal videos, and share their MINI Test Drive Forever experience. From swimming with the sharks to downhill skiing to running with the bulls, imagination is the only limitation. Of the 10 most viewed videos, the most creative video, selected by the MINI Marketing team, will win $500 of MINI Gear. Other visitors have the opportunity to rate the video, or virally share with other online networks such as 'MySpace' and 'digg'.
In addition to MINI Canada's fall campaign, two determined men from Toronto got a couple of cars from MINI to see if they could fulfill their ultimate weekend on a single tank of gas. Their ambitious goal was to drive from Toronto's Union Station to New York City's Grand Central Station on one tank of fuel. The pair amazingly made the 799km trip with a quarter of a tank to spare. With 48 hours in Manhattan, the two guys explored the most current hot spots, accomplished the classic New York must do's, picked up their must have's and documented their perfect urban experience on video for Facebook. Check out the group 'Single Tank Thrills' on Facebook to see how their adventure unfolds.
BMW Group Canada, based in Whitby, Ontario, is a wholly-owned subsidiary of BMW AG and is responsible for the distribution of BMW luxury performance automobiles, Sports Activity Vehicles, Motorcycles, and MINI. BMW Group Financial Services Canada is a division of BMW Group Canada and offers retail financing and leasing programs and protection products on new and pre-owned BMW and MINI automobiles, as well as retail financing for new and pre-owned BMW Motorcycles. A total network of 40 BMW automobile retail centres, 19 BMW motorcycle retailers, and 25 MINI retailers represents the BMW Group across the country.
For more information on MINI please visit, www.MINI.ca.