Revolutionizing MINI's Marketing Strategy: A Case Study
Technology Category
- Analytics & Modeling - Data Mining
- Sensors - Autonomous Driving Sensors
Applicable Industries
- Automotive
- Mining
Applicable Functions
- Procurement
- Sales & Marketing
Use Cases
- Smart Parking
- Vehicle-to-Infrastructure
About The Customer
MINI UK is a subsidiary of the global automotive brand MINI, known for its compact and stylish cars. The company was facing challenges in adapting to the changing landscape of the automotive industry, particularly the shift from traditional showroom sales to online and digital channels. With modern car buyers becoming more demanding and increasingly using digital tools for their purchase decisions, MINI UK needed to refocus its marketing strategy and optimize its digital presence. The company also needed to address the issue of its lack of mobile presence, despite a significant portion of its audience accessing the brand site from mobile or tablet devices.
The Challenge
In 2012, MINI UK appointed iris as its lead agency partner to deliver all brand activity and creative strategy across dealership, digital, ATL, CRM, direct and every interaction in between. The challenge was that the automotive purchase journey was shifting from the showroom to online, and MINI needed to refocus its marketing spend and optimize its presence within the digital channels that mattered most. Modern car buyer demands were becoming more unreasonable, and they were primed to take full advantage of all the digital tools available to make their purchase decisions. Furthermore, 50% of MINI’s UK audience were arriving at the brand site from their mobile or tablet device, but MINI had no mobile presence.
The Solution
iris worked with MINI UK to reduce spend on traditional ATL channels and harness the power of digital channels, to increase both brand relevance and consumer acquisition. The first step was a full review of the customer journey. In-depth data mining and profile building identified multiple types of car buyer, allowing iris to tailor communications to be super relevant and timely. This led to a transformation of MINI’s online and offline communications to create a seamless prospect to purchase experience. To address the issue of mobile presence, iris developed a localized website adapted straight from the global mobile master version, giving birth to MINI.co.uk.
Operational Impact
Quantitative Benefit
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