Jan. 31st, 2007

Mini? Me?

MimPushing one-to-one marketing to yet another level, innovative marketer Mini has launched a series of talking billboards.

The billboards identify Minis via  a coded radio signal embedded in the car’s key fob.

"As drivers approach, a
customized message flashes on the billboard. "Hi Jackie! Don’t crash
the car." comments Church of the Customer Blog.

"The messages are personal, based on questionnaires that owners filled out: “Mary, moving at the speed of justice,” if Mary is a lawyer, or “Mike, the special of the day is speed,” if Mike is a chef….

In addition to employment-related comments, the signs will affirm the
driver’s favorite things about their car and driving habits (“Turns are
made to be carved”), urge them to treat themselves to whatever
customization feature is on their wish list (“You’ve earned your
spoiler”) and wish them a happy birthday on the appropriate day. Since
more than a third of Mini owners have named their cars [What?-Ed], the
messages will sometimes refer to the car by name.

“People buy Minis because they really want to have more fun in their
days,” said James L. McDowell, head of North American operations for
the company, …  “We want everything about our marketing to fit that.
” – New York Times (who got the scoop).

Credit for the idea goes to local ad neighbors, Butter Shine and Fern
(and we all wondered how well they’d pick up the reins from Crispy).

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