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BMW readies new Mini campaign

BMW Group Canada of Whitby, ON will break a new marketing campaign this week for its Mini brand. The campaign, called "Make Driving More Fun," will consist of out-of-home, print and online advertising that will run until November. One aspect of the campaign will be flyers distributed in parking lots in downtown Toronto, Montreal and Vancouver. One execution resembles a diplomatic license plate intended to help the driver get out of speeding tickets. The second flyer reassures drivers that there's nothing wrong with owning an average car. The out-of-home campaign will also make use of video projected on walls around the three cities nightly. The video is intended to resemble the thought bubbles of nearby cars. The print component will consist of classified ads placed in the automotive sections of the Globe & Mail, La Presse, the Montreal Gazette, the Vancouver Sun and the Toronto Star. One ad will read, "Apollo Rocketship. $1,921,200,299 2006! Owner has used once. Dual exhaust, seats seven. Price includes monkey, dried fruit and tang. Owner has moved on. Still, perfect for MIT grads or those with interest in last year's technology." Another ad on the same page will include a picture of a Mini and the copy, "There’s nothing more fun to drive." The online materials include video banner ads on and an online game called Trackster located at "We have developed an untraditional campaign to highlight the core attributes of the brand for this fall," said Marc Belcourt, brand communications manager for Mini Canada. "Mini is simply more fun to drive than other cars so, we developed this unconventional campaign to hammer home the driving excitement message and to generate strong viral effects with a push to" The campaign was developed by Taxi 2 and The Media Company.

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