Turning Consideration into Purchase

In 2012 Iris was appointed by MINI UK as its lead agency. Competition for MINI was becoming fierce, with every major car brand launching its own fun-sized model. In order to drive sales, we needed to remind consumers what makes the MINI experience unique.

Launching MINI’s first brand activity in six years involved a full review of the customer journey. This led us to transform MINI’s online and offline comms to create a seamless prospect to purchase experience.

Going to a dealership can be an intimidating experience. It’s critical to develop touch-points that bring prospects closer to MINI.

We developed an integrated CRM programme that supported the traditional approach of management of existing customers and driving retention as well as more upstream “prospecting with purchase” methodologies.

We drove down the media cost per acquisition and increased the percentage of sales coming from leads. Headline achievements below.

Client

Specialisms involved

In 2012 Iris was appointed by MINI UK as its lead agency. Competition for MINI was becoming fierce, with every major car brand launching its own fun-sized model. In order to drive sales, we needed to remind consumers what makes the MINI experience unique.

Launching MINI’s first brand activity in six years involved a full review of the customer journey. This led us to transform MINI’s online and offline comms to create a seamless prospect to purchase experience.

Going to a dealership can be an intimidating experience. It’s critical to develop touch-points that bring prospects closer to MINI.

We developed an integrated CRM programme that supported the traditional approach of management of existing customers and driving retention as well as more upstream “prospecting with purchase” methodologies.

We drove down the media cost per acquisition and increased the percentage of sales coming from leads. Headline achievements below.

49%

49%

YoY increase in sales contribution from leads

43%

43%

YoY increase in lead volumes

29%

29%

Reduction in media cost per acquisition

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