Retailers needed to become experts in the complex, fast-moving electric vehicle market.
We created ‘The Spark’ – a microsite within our bespoke DADI-award-winning platform ENGINE – that provided up-to-date content on the MINI Electric, including competitor analysis, campaign assets and guidance.
Our strategy and creative team worked to create campaign assets that spoke to the various audiences throughout their buying journey and at key points in the campaign: pre-launch, launch and post-launch. These assets included social media posts and videos, direct mail, editable email templates, email signatures and on-site sales videos.
We created a one-stop digital shop to electrify Retailer marketing campaigns.
Targeting the right audience
We analysed the network to understand each different audiences’ needs and concerns. We then provided each Retailer with access to information about how to reach their target audience, the type of content that was most likely to appeal, and assets designed specifically to target them.
Electric assisted MINI in outperforming the likes of Spotify, Tiffany & Co and Burberry on Interbrand’s list of most valuable brands for 2019.