When an iconic car brand re-launched to the public, it did so with a campaign that included this impressive direct mail package.
Mailer Name: Mini
Date Mailed: April 2002
Mini had a long history of British ownership before BMW purchased it in 1994. After ending production in 2000, the brand came back in the fall of the next year with new models that were immediately successful. Its website offered an opt-in to receive more information about the new vehicle. The result was “The Book of Motoring.”
Sent out in a 5-1/2”x7-1/2” direct mail envelope, this 68-page, 4-color booklet shows how “motoring” is different from “driving.” “It’s all about living,” the introduction proclaims. And, it is, in so many ways.
Mini’s appeal pre-2001 was fun, cheeky, reliable, and functional. The new car came with more of an upmarket push. It targeted more affluent customers with improved styling and performance features.
The book marries the two concepts.
First, it views “motoring” as an adventure, making discoveries by turning left inside of right all the time. “If you find that you have trouble getting lost … pull out a Magic 8 Ball,” one spread offers. “Try letting that be your navigation system for a while.”
Finally, the booklet contains a min-brochure inside titled “THE GOODS”. It maintains the same breezy tone, while also focusing on the technical aspects of the new Mini vehicles. For motorheads, there are breakdowns and diagrams of the construction, the suspension, the brakes, and the paint.
To re-introduce a long-standing brand, think about a strategy that encourages new purchases while not alienating current and long-standing customers.