MINI.LIVE PROJECT

BMW Mini

Live Project

FASH 30002

FASHION COMMUNICATION AND PROMOTION

STAGE TWO | IMPLEMENTATION

JADE HOLMES | AMY JANE TWELEVETREES | CATHERINE LAMB

Word count 2,196

4 8 10A re-cap the Big Idea the MInI

consumer

17 28 37

Introducing the Speed date

Stage one

43 45 5

Stage two

53 54 55

Stage three

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41

52

61

Stage Four

the Future

test drives Pop up role reversal Breaking a world record

touch Screens Snap Happy Stage Five

A RE-CAP

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I love everything about my MINI… the cornering, the feel of it, the way it hugs the road and of course its looks, it is not just a car, it is my car” (o’reily, 2012).

the Mini has always captured the heart of the public; it captured a mood, an emotion and in order to for this to endure, the connection between the Mini and its consumer must be honed. From the previous research report, we identified the main points to take forward and concentrate on in order to produce effective and suitable creative outcomes.

“

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the BMW take over had a negative effect on Mini’s overall reputation. The Mini has a significant and powerful heritage that needs to be remembered and reinforced. this extensive history can be shown through a variety of visual aids other than the union Jack and Bulldog.

People have strong relationships with their cars and this can be developed and strengthened through brand experience. Experiences also have a great effect on purchase behaviour.

the recession has had a detrimental effect on the car market and second hand car sales are on the rise. this could be a potential route for aspiring Mini consumers.

Mini is a very aspirational brand and in addition to the second hand car market, the Mini lifestyle range is another entrance into the brand. the lifestyle products allow Mini to be more accessible.

ThE kEy POINTs hIghLIghTEd wERE;

Fig 3.

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We felt it was imperative to develop a core strategy that has longevity, with the potential for smaller, short-term campaigns to stem from this. It was also important to reinforce the idea that the Mini isn’t just a car brand but a lifestyle brand; you want to live the Mini lifestyle. to ensure this, the marketing strategy we propose will be a holistic one, bringing the car market and the lifestyle products together to form one integrated campaign.

Fig 4.

THE BIG IDEA

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Marketing Mini’s as people with relatable personalities and human qualities to market the lifestyle range and enhance the brands heritage. this will be done through the ‘speed date’ effect, an implementation strategy that focuses on creating ‘the Mini experience’ to connect consumers with the brand.

ThE BIg IdEA.

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THE MINI CONSUMERS

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I HAVEA MInI. this consumer has already fallen head over heels with Mini. they’re happy with their

decision to purchase a Mini and are ready to immerse themselves in the full Mini lifestyle. Whether their Mini is brand new or second hand, this consumer is a brand ambassador.

I WAntA MInI.

this consumer aspires to be a Mini owner. they know they want a Mini but are yet to purchase one. this consumer needs to be informed of the different options available to them as the most likely reason for not purchasing a Mini is due to insufficient funds. They need to be aware of the cheaper options available through the most basic Mini and second hand Mini’s. they need a little nudge in the right direction.

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I WAnt A nEW cAr But don’t knoW WHIcH onE...this consumer is currently looking for a car but is uncertain about which car they would like; they have no brand preference. the consumer may be looking to purchase either a brand new or second hand car, depending on their financial situation and car buying attitudes. they will be shopping around, visiting dealerships and looking online for reviews and specifications. This consumer will need greater leverage to nudge them towards Mini and the campaign directed at them will need a larger focus on creating an emotional connection.

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1.2.3.

“ I own a MInI”“ I want a MInI”“ I want a new car but don’t know which yet”

A ‘MINI’INTER-VIEw

We interviewed three MINI consumers asking them a small range of fun & thought provoking questions. Here’s what they have to say...

“ Q Can you solve a Rubix cube?

1. I can solve one side2. If I Youtube’d it I might3. Yes, I’ve done it once

Q How many pillows do you sleep with?

1. 4 big pillows, 2 for me, 2 for my partner2. 2 big and 3 smaller square pillows3. It depends on the mood I’m in

Q Are you a good dancer?

1. I do a good moon walk2. Yes!3. After a few alcoholic drinks maybe

Q What’’s your favourite supermaket chain?

1. M&S for a special occasion but for the standard weekly shop I always go to the closest.2. ASdA, it’s the cheapest3. Waitrose

Q Are you an amber gambler?

1. If I’m in a bit of a rush2. Yes, amber is the new green3. no way

Q What animal best describes you?

1. Guerilla2. A Peacock3. Erm, I would have to say an elephant

INTRODUCING THE SPEED DATE

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ThE CREATIVE IdEA.

The creative idea is focused around taking your car on a ‘speed date’ with the final outcome being ‘the big speed date’ event, which is the main creative product. this notion stems from the relationships formed between the car owner and their car and intends to maintain and strengthen this connection. The playful, personal focus of the overall campaign filters down through several call-to actions, which continues this metaphor of humanising the Mini. the idea is that the buyer will purchase a Mini and from the powerful relationship formed, will want to live the Mini lifestyle, purchasing from the Mini Lifestyle range to fulfil this.

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Fig 5.

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18. 24. 27. 35. 41. 56. 58.

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STAGE ONE

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Fig 6.

dATINg AdVERTs.

Inspired by Jeffrey campbell’s personal adverts.

the speed date will start with a sequence of adverts, visually designed in the style of dating/personal ads that are typically found in newspapers. this creates a direct link to the personality aspect of the big idea and introduces the range of models that Mini has to offer as well as their accompanying personalities.

Personal profiles have been used throughout our dating ads to highlight the MInI’s personalities

these advertisements will be directed at all three of the Mini consumers in order to raise the initial awareness of the campaign message.

dATINg Ads: ThE fIRsT TOuCh POINT.

20Fig 7.

the overall style and aesthetic used to create these ads humanise the car, encouraging consumers to have a fun, loving relationship with their car; a brand ethos that is regularly communicated by Mini. the short profiles and copy; “would you date..?” urges the reader to associate the Mini with having a personality and introduces the overarching idea. We have continued to use imagery used by Mini throughout the adverts to maintain their brand image and to preserve the professional, shiny and aspirational appearance that their previous and current adverts portray.

HE IS BIG. HE IS StronG. HE IS MuSculAr.JAck IS A MAn In cHArGE. WItH PlEntY oF PoWEr And drIVE to HElP You GEt AroundHE’S tHE PErFEct FAMIlY MAn.

WhaT More does a Lady WanT?

WouLd you daTe Jack?

“the copy that would feature in a magazine targeted at females.

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Fig 8.

as the mock ups show, we have selected five different Mini models to use throughout the campaign, which targets a wide range of consumers. The copy and personal specification is unique to each car, highlighting the appropriate qualities. It is important to portray the appropriate tone for each individual model in order to appeal to its specific target audience. Each advert will be placed in a different magazine, using the most appealing and customer appropriate car for each magazine’s reader. For example; charlie the cooper and kate the roadster will be featured in more female orientated magazines with a slightly younger consumer base compared to Jack the countryman, which will be displayed in magazines directed at the older woman with a family.

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Fig 9.

Fig 10. Fig 11.

the adverts don’t state whether the car being advertised is new or used and it is left to the viewer’s judgement and opinion to decide. this allows both new and used to be equally as important as each other as neither are directly communicated. In order to reconnect consumers with the brands heritage, something that is considered extremely valuable and important to Mini (see stage 1), the classic Mini has been included in the five selected car models.

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letters and emails will be sent to existing Mini owners, using the current database system that Mini operates. these will act as a personal introduction to the ‘speed date’ campaign, asking the drivers what their cars name is and when their car was purchased. this reinforces the Mini as a human and allows the consumers to consider their relationship with their car.

dIRECT MARkETINg: LETTERs ANd EMAILs

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Fig 12.

the tone of voice of the letters/emails is casual and friendly to put the reader at ease and welcome them to the idea of humanising their car. Vouchers will be offered at the bottom of the letters/emails to introduce the lifestyle products, which are selected to suit a specific occasion/holiday.

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customers are making purchasing decisions based on offers and money-off vouchers more than at any time over the past 50 years.” (Mapp in Smithers, 2010).

“

Fig 13.

For example;

20% prompts existing Mini owners to really live the Mini lifestyle and immerse themselves in the Mini experience.

off suitcase will be sentaround the summer holidays period. this

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Fig 14.

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STAGE TWO

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to kick-start ‘the big speed date’ event interactive campaigns will be launched. these will feature the same characters that were introduced during the first stage of adverts, creating a link between the two. these second stage adverts will display a Qr code alongside the call of action to “speed date” one of the Mini models.

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Fig 15.

the Qr code will direct viewers to an interactive racing game that can be accessed and played on smart phones, tablets and iPads. the Qr code displayed on each advert will allow the viewer to “speed date” or race with that particular car so for example, if you scanned the Qr code on the “speed date Jack” advertisement you would be racing as Jack.

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Fig 16.

to incorporate the Mini’s extensive history to this second stage, the game allows the consumer to race against a former famous Mini owner. celebrities and popular icons such as twiggy, John lennon and John cooper himself will remind the viewers of the Mini’s heritage and

allows it to be a subtle addition

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Fig 17.

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Fig 18. Fig 19.

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Although this is an exciting and playful campaign idea, the overriding objective of the interactive adverts is to promote the event; “the big speed date”. At the end of your interactive race the call of action “Why not speed date for real? Visit the website for further details” directs the game players to the website where information can be found on the actual event.

CALL TOACTION.

Fig 20.

Again these adverts will be aimed at all three consumer groups, and nudges the “I don’t know what car I want” consumer towards the Mini as a potential purchase.the interactive adverts will be placed in magazines as well as waiting environments, such as bus stops, train stations and airports, where audiences are more attentive and likely to interact with the campaign.

Fig 21.34

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CONsuMER JOuRNEy.

Fig 22.

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the leaderboard allows the consumer to view their game results and compare it to other players. they can then share their score with others via social media, challenging others to beat them.

“ If you get to show that reward, or expertise, or status in front of a whole group of people, it becomes very motivating” (Duggan in Dupre, 2012).

Fig 23.

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STAGE THREE

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Existing Mini drivers are extremely important to the brand, and as current Mini brand ambassadors they should always be informed and kept up-to-date with the latest news. to ensure this they will receive a personal invite to the event to experience the fun and games on offer.

EXIsTINg MINIOwNERs INVITE.

Fig 24. Fig 25.

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In order to attract the remaining consumer groups, the event will be advertised via the press, enticing journalists to write about the event through the press pack sent out.

PREss INVITEs.

these invites will be sent in the press pack to a variety of journalists. the invites will be personal to each of the four regions, with this invite being sent to journalists in the East Midlands area, as this is where Silverstone is based.

Fig 26.

Fig 27.

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ThE BIg MINI sPEEd dATE.

24/5/13uk

MINI presents ‘the big speed date’ and invites those who dare, to race against some of the cars most famous faces in an experiential family event.

MInI announces their first speed date event, which will kick off at Silverstone next month. 2013 sees MInI backing its heritage and success with a series of actual, virtual and remote control test-drives. customers can immerse themselves in the MInI experience with a variety of fun activities as well as attempting to break a Guinness world record. how many females can you fit in a MInI cooper? you’ll have to come to find out!

the event allows MInI to nudge the brand passion up a gear and raise the profile of the lifestyle range. With inspiration stemming from the MInI’s extensive history in racing, MInI marketing manager says;

“It’s all about reminding customers that MINI isn’t just a car but a way of life. It doesn’t end with the purchase of the car, it’s the whole MINI package that customers fall in love with”. the event will be located in four different areas around the uk. the big speed date will make its way from Silverstone to donnington Park, followed by Quilton Park and ending at thruxton in June.

Find out more about the Big MInI Speed date at www.mini.co.uk/speeddate

Ends

Notes to editors: MInI is a German car company that has produced outstanding design, excellent agility, functional flexibility and space- saving cleverness since 1959. driving fun has always been a key criterion when developing the MInI product range and brand. Follow @MInIuk on twitter at www.twitter.com/ Find MInI uk on Facebook at www.facebook.com/MInI.uk

for more information please contact;

BMW Group uk, corporate communicationsAmy Jane twelvetrees / catherine lamb / Jade HolmesProduct communications MInItel: +44 (0) 70 413 31 08

STAGE FOUR

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the big speed date is the name of the main attraction, a culmination of all previous advertising and promotions. the big date will be held at four different areas of the uk at popular racing tracks, reinforcing the brands British heritage.

ThE BIg sPEEd dATE.

BIRds EyE VIEw.

Fig 28.

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there will be two opportunities for those at the event to test-drive a Mini; one in real life around the racetracks and one virtually from an arcade-like game. the real life speed date will be available for a small fee to those with a valid uk driving licence. the slight charge has been added for the real life speed date for insurance purposes. the second option is to virtually speed date, which is available to any other visitors that don’t have a driving licence, don’t have the money or just don’t fancy the real deal. the two opportunities allows all consumers at the event to experience the speed date so everyone can get involved and immerse themselves fully in the MINI experience.

TEsT dRIVEs.

Fig 29.

As a car that appeals to families, it’s important to create an event that is family friendly and entertaining for all ages. one of the Mini lifestyle products available for kids is the Mini remote control car. this will be available for the younger audiences to ‘speed date’ or race with so they’re not left out. Introducing the electric car pushes the product and allows people to test before they buy; a strategy used frequently in toy store Hamleys. Whilst parents are waiting for their children to try out the remote control car they must leave their email addresses, which will be used further along the campaign to keep the buzz alive.

fOR ThE kIds.

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Fig 30.

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In order for the event to be profitable and commercially viable, the event will have a pop up shop where all three consumers will have the opportunity to buy into the Mini brand there and then. the Mini pop up shop will feature lifestyle products from the latest range as well as including an imitated dealership. the dealership will inform consumers on car information, answering any questions potential buyers may have from the type of customisation available to the safety and functionality of the models. the dealership will allow customers to purchase brand new and second hand cars on the spot in addition to the lifestyle range. the dealership caters for the impulse buyer, a consumer type that was introduced to us at the Audi store in london where many customers purchased there and then (see stage one for observations). We also found that many people purchasing second hand cars do so at auctions (office of Fair Trading, 2010), which further highlights the importance of being able to purchase at the exact moment the consumer is immersed in the Mini experience. For those that are still unsure about purchasing a Mini or still feel that they cannot afford one, the diverse range of lifestyle products available will allow them to buy into the brand at the event too.

POP uP.Fig 31.

POP uP dEALERLAyOuT.

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1011

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13 see following page for key

Fig 32.

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kid mannequin with branded clothes and on a MInI go kart.

Female mannequin with branded clothes and accessories, sitting down with his MInI bag and branded mug.

Female mannequin with branded clothes and accessories standing with a MInI bike.

Male mannequin with branded clothes standing with a suitcase.

coffee table and seats for sales representatives to talk to customers. they will be using iPads for taking details and price recommendations instead of computers. the iPads will have the MInI iPad sleeve on them.

Interior and Exterior wall so customers can look at the customisable options.

Brand new MInI cooper with baby seat in back seat, suitcase in boot and mannequin leaning on it wearing MInI clothes and accessories.

tills and sign up for a chat with a sales rep.

rails and shelves merchandise to purchase.

Folding bike in the boot of a second hand MInI outside.

Second hand MInI countryman with cushions in the back.

Mannequin dressed in branded clothes and accessories and using a MInI umbrella.

More second hand cars.

Help desk, Welcome and other services.

kEy.

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Interior and exterior customisable options

different wheels that are on offer as part of the MInI accessories range

the wide range of rooftops that can be used tocustomisethe MInI

INTERIOR dECOR.

Fig 33.49

MERChANdIsE AROuNd ThE EVENT.- luggage placed inside MInI’s- Bikes attached to MInI’s- Bags and pillows on the backseats- coffee/tea served in the MInI mug- umbrella’s offered throughout the event if it rains- iPads that are used by staff will be protected by the MInI iPad Wcases

Fig 34. 50

It’s vital that throughout the event Mini are communicating their core values of being a fun, playful and cheeky brand. to promote these ideals, there will be a section at the event where the roles are reversed, twisting the Mini name on its head so that the consumers become ‘mini’. this area will be a world of oversized objects where consumers get the chance to really feel what it’s like to be ‘Mini’. this will create a fun and exciting atmosphere, with lots of photo opportunities for both visitors and press.

ROLE REVERsAL.

Fig 35.

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Both the role reversal and the breaking of a Guinness World record will provide lots of content to be shared via social media. For this to be beneficial, and to increase the chances of the event trending there will be a hashtag used throughout the event. Signs with #MInISpeeddate will be placed throughout the event, encouraging visitors to share their experience.

In addition to the role reversal section we thought it would be fitting for Mini to attempt to break the Guinness World record for how many females can fit inside the new Mini and the traditional, classic Mini. this would be a great opportunity to maximise press attention and aids in creating a newsworthy event. the attempt of both record breaking activities will be filmed and streamed live

through their website and youtube channel.

#MINIspeeddate

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TOuCh sCREENs.

to avoid boredom whilst visitors queue or wait for attractions/entertainment at the event, touch screens will be located throughout the event. the touch screens will allow consumers to create their own Mini, browsing through and selecting from the varied specifications and customisable options that are available. once the car has been designed, the consumer then names their car and saves it. naming the vehicle allows the car to be humanised and helps to establish a more emotional connection with not only the car, but with the brand too.

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there will be many photo opportunities at the event, allowing visitors to remember their day in the future. Inspired by the coca cola installation at london Fashion Weekend we wanted there to be a specific area at the event where memories can be captured. Here, consumers will congregate to have their photo taken with their dream Mini that they may have already designed on the touch screens. Green screen technology will allow visitors to stand with their car to reinforce the emotional attachment that can be formed. these images will be uploaded to the Mini uk Facebook page where visitors can download, tag and share their photo with the rest of the digital world.

sNAP hAPPy.

Fig 38.

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STAGE FIVE

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It’s vital to keep the hype surrounding the event going for as long as possible to maximise the success of the event and to raise sales. Following “the big speed date” stories from the press will be released, keeping the campaign message going; Mini’s are personable objects that you can form a relationship with. Any new customers that have been gained from the event will receive the new Mini manual guide, which is designed in the style of a passport that includes a birth certificate. This reinforces the personality element of the overall big idea and initiates the forming of the “Mini bond”.

kEEPINg ThE

Fig 39.

BuZZALIVE.

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(see CD for the full PDF version of the MINI Manual)

MINIMANuAL.

ThE NEw

Fig

41.

Fig

40.

Fig

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In order to gain the loyalty of the new Mini customers and to continue the conversation from the event, there will be letters and emails sent out promoting the lifestyle range. Any new customers following the event will have to enter a name for their car along with their general information and contact details when they purchase a Mini. this allows the letters and emails to be personal to both the individual and their car, addressing them in a friendly and conversational way.

Fig 43.

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throughout the event customers would have had to give their email addresses after a purchase or after they participated in an experience for example; whilst the parents were waiting for their child to race with the remote control car, they had to enter their email. these email addresses can then be used to target specific consumers with specific products. again, as an example; the parents of the children will be sent an email voucher offering them

20% off the remote control car their child played with.

Fig 44.

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Vouchers are product specific and target consumers are relevant times. this allows the Mini customer to take full advantage of the lifestyle range and integrate it into their daily lives.

Fig 45.

Fig 46.

letters and emails will target the Mini consumer at different points of the year, more specifically when gifts tend to be exchanged. This suggests that you can gift and be gifted by your car, another way to humanise

and connect with the vehicle and therefore the brand.

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THE FUTURE

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fuTuRE RECOMMENdATIONs.

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looking into the future, we would look at introducing a social media campaign with a focus on gifting, which will continue to keep the message alive. the campaign would maintain the personalisation theme, asking current consumers to share their MInI stories. this could then lead on to tV adverts that focus on how four different MInI consumers ‘met’ their MInI and ‘fell in love’. the adverts would be relatively short and would only display the MInI right at the end of the story. this sets the viewer up to believe that the advert is representing the relationship between two people, when in fact it’s highlighting the potential bond you can have with your MInI. this could link to the ‘just married’ images that are frequently uploaded to the MInI Facebook page, with the potential for the tV advert to link and integrate with the social media strategy.

Fig 47.

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MINI JOIN ThEJOuRNEy.

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REFERENCES & BIBLIOGRAPHY

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REFERENCES.

duPrE, E,. 2012. the psychological game changer. direct Marketing news, [online], 18 october. Available at: http://www.dmnews.com/the-psychological-game-changer/ article/264284/ [Accessed: 07 november 2012].

MArkEtInG MAG, 2011. top 10 experiential campaigns of 2011 [online]. Marketing Mag. Available at: http://www.marketingmag.com.au/news/top10-experiential-campaigns-of-2011-8329/#.ukoo5ul7WcQ [Accessed 25 April 2013].

oFFIcE oF FAIr trAdInG. 2010. the second-hand car market and oFt market study [online]. oFt. Available at: http://www.oft.gov.uk/shared_oft/reports/676408/oft1217.pdf [Accessed 20 April 2013].

o’rEIllY, c, 2012. What do you love most about your Mini? [online]. Facebook. available at :https://www.facebook.com/photo.php?fbid=10151050442851640&set=a.379982001639.165479.285423841639&-type=3&theater [Accessed 03 december 2012].

SMItHErS, r. 2010. online discount vouchers increasing in popularity, consumer websites report [online]. the Guardian. Available at: http://www.guardian.co.uk/money/2010/jun/16/money-off-discount-coupons-vouchers [Accessed 25 April 2013].

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LIST OF ILLUSTRATIONS.

Fig 1. MInI. 2012. July 3, 2012: Mini cooper Jeff lew-is [Photograph].[online]. Available at: http://www.face-book.com/photo.php?fbid=10150928338298511&set=pb.115434098510.-2207520000.1359457851&type=3&the-ater [Accessed 26 January 2013].

Fig 2. MInI. 2012. Mini Paceman – design with bite [Photograph].[online]. Available at: http://www.face-book.com/photo.php?fbid=10151150409013511&set=pb.115434098510.-2207520000.1359457156&type=3&the-ater [Accessed 26 January 2013].

Fig 3. MInI. 2013. the more, the merrier [Photo-graph], [online]. Available at: https://www.facebook.com/photo.php?fbid=10151438438523511&set=pb.115434098510.-2207520000.1369083224.&-type=3&theater [Accessed 16 May 2013].

Fig 4. MInI. 2013. old Mini [Photograph], [on-line]. Available at:https://www.facebook.com/photo.php?fbid=10151392998618511&set=pb.115434098510.-2207520000.1368649623.&-type=3&theater [Accessed 16 May 2013].

Fig 5. MInI. 2012. not normal advert [Photo-graph].[online]. Available at: http://www.facebook.com/photo.php?fbid=10151188538208511&set=pb.115434098510.-2207520000.1359455772&type=3&the-ater [Accessed 27 January 2013].

Fig 6. cooPEr, I. 2012. Jeffrey campbell inside of shoe box [Photograph].[online]. Available at: http://www.inglath-cooper.com/cool-shoes-and-paying-it-forward [Accessed 29 January 2013].

Fig 7. HolMES, J. 2013. Pippa speed date advert [own image].

Fig 8. HolMES, J. 2013. Jack speed date advert [own image].

Fig 9. HolMES, J. 2013. kate speed date advert [own image].

Fig 10. HolMES, J. 2013. charlie speed date advert [own image].

Fig 11. hoLMes, J. 2013. alfie speed date advert [own image].

Fig 12. lAMB, c. 2013. did you know promotion letter [artwork].

Fig 13. lAMB, c. 2013. Holiday promotion letter [artwork].

Fig 14. lAMB, c. 2013. Birthday promotion letter [artwork].

Fig 15. HolMES, J. 2013. Pippa Qr advert [own image].

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Fig 16. HolMES, J. 2013. Jack Qr advert [own image].

Fig 17. HolMES, J. 2013. kate Qr advert [own image].

Fig 18. hoLMes, J. 2013. alfie Qr advert [own image].

Fig 19. HolMES, J. 2013. charlie Qr advert [own image].

Fig 20. HolMES, J. 2013. Advert in the tube [own image].

Fig 21. HolMES, J. 2013. Advert on bus stop [own image].

Fig 22. HolMES, J. 2013. App consumer Journey [own image].

Fig 23. HolMES, J. 2013. App call to action [own image].

Fig 24. HolMES, J. 2013. Invite to consumers front [own image].

Fig 25. HolMES, J. 2013. Invite to consumers back [own image].

Fig 26. HolMES, J. 2013. Invite to press front [own image].

Fig 27. HolMES, J. 2013. Invite to press back [own image].

Fig 28. lAMB, c. 2013. Birds eye view of event [artwork].

Fig 29. MInI. 2013. Mini John cooper Works Paceman [Photograph].[online]. Available at: http://www.facebook.com/photo.php?fbid=10151188341723511&set=pb.115434098510.-2207520000.1359455772&type=3&theater [Accessed 25 January 2013].

Fig 30. MInI. 2012. Mini lifestyle collection [Photograph],[online]. Available at:http://www.facebook.com/photo.php?fbid=10151096621298511&set=pb.115434098510.-2207520000.1359457468&type=3&theater [Accessed 25 January 2013].

Fig 31. orlAndo MInI. 2012. choice of toppings promotion [Photograph].[online]. Available at: http://www.flickr.com/photos/spacedogstudios/5860138058/lightbox/[Accessed 27 January 2013].

Fig 32. lAMB, c. 2013. Store layout [artwork].

Fig 33. HolMES, J. 2013. Interior moodboard [own image].

Fig 34. HolMES, J. 2013. Merchandise moodboard [own image].

Fig 35. tWElVEtrEES, A. 2013. role reversal moodboard [artwork].

Fig 36. tWElVEtrEES, A. 2013. Guinness world record moodboard [artwork].

Fig 37. tWElVEtrEES, A. 2013. touch screen moodboard [artwork]

Fig 38. HolMES, J. 2013. camera moodboard [own image]

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Fig 39. HolMES, J. 2013. MInI Manual front cover [own im-age].

Fig 40. HolMES, J. 2013. MInI Manual 1 [own image]

Fig 41. HolMES, J. 2013. MInI Manual 2 [own image]

Fig 42. HolMES, J. 2013. MInI Manual 3 [own image]

Fig 43. lAMB, c. 2013. Spring letter [artwork]

Fig 44. HolMES, J. 2013. kids car letter [own image]

Fig 45. lAMB, c. 2013. christmas promotion letter [art-work].

Fig 46. MInI. Mini sweet [Photograph].[on-line]. Available at: https://www.facebook.com/photo.php?fbid=10151011734461640&set=pb.285423841639.-2207520000.1369059084.&-type=3&theater [Accessed 18 May 2013].

Fig 47. MInI. 2012. Mini more than just a car ad-vert [Photograph].[online]. Available at: http://www.facebook.com/photo.php?fbid=10151096389643511&set=pb.115434098510.-2207520000.1359457468&-type=3&theater [Accessed 25 January 2013].

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