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Cooper: The Micro Lifestyle
By Kent Lewis

Since 1958 when it was first introduced to the world, The Mini Cooper created a sensation. The microscopic pocket car was cute, fun and just a little sexy. Nearly 45 years later, BMW reintroduced a slightly bigger, even better interpretation of the classic. In a rare instance, automotive engineers and marketers came together to build and sell more than just a car, they sold a lifestyle.It all started in the trade magazines like Automobile and Road & Track. Early news and photos of the new Mini Cooper. The early buzz was positive, as the personable, if not off-kilter cult classic was timely in terms of fuel efficiency, and with BMW’s help, well-engineered. Early test drives confirmed high expectations. The marketers first move was to satiate early interest via the Web. Curious visitors could sign up for email updates and contact their local dealership to get on waiting lists (6 months before the car was available in Portland, the waiting list was over 350 people).

The first ads trickled into trade press as dealerships were being built across the country. An immediate hit with both automotive enthusiasts and within the advertising industry, the innovative ad campaign focused on a simple concept, epitomized by the phrase: Let’s Motor. Following in the footsteps of Harley Davidson, Mini marketers understood that the larger opportunity wasn’t selling a car, but a lifestyle.

Early on in the print campaigns, it was apparent that Mini Cooper owners were about enjoying the road and the driving experience. Examples of past and present ads found in trade publications include:

• Roadkill stickers – black silhouettes of recognizable cars Mini owners’ could stick on their front fenders to represent cars they’d passed on the road (harking back to WWII fighter planes)
• Course cones – orange paper cones that could be used to create your own race course
• Milk carton – realistic milk carton you could unfold and show your significant other was “empty” to necessitate a trip to the grocery store in your Mini
• Custom wheel chart – a sliding chart of various wheel types to help determine which combination best represented your personality
• Big Daddy Roth trading cards – in the spirit of the 60’s automotive artist, a set of trading cards aligning various cartoonish characters with their customized caricature Minis

The success of the marketing campaign can be attributed to two key attributes: relevance and consistency. The creative concepts are memorable, fun, interactive and both capture the original excitement of the 60’s era Cooper while modernizing the message for today’s driving enthusiast. Since launch, the campaign has been unwaveringly goofy yet innovative in message delivery.

Unfortunately, similar to Harley Davidson of the 80s and 90s, Mini has done a better job of delivering an ideal lifestyle message than an ideal product. From the long waiting list and unfinished showrooms to the lackluster performance and cramped interior, Mini Cooper is less than ideal. I test drove a Mini Cooper personally, and while I expected to feel somewhat confined, I was devastated by the realization that I could never own one of my dream cars because my feet were too big. I literally couldn’t shift because my feet hit the paneling under the steering wheel. When I did manage a shift, acceleration was barely perceptible.

In the end, I realized the Mini was not for me for a variety of reasons, yet it still captures my imagination. I also enjoy the ads and even find myself walking around parked Minis on the street, admiring the bold statement in such a small package. My hat goes off to the brilliant ads guys at Crispin Porter + Bogusky and I look forward to future versions of the Mini with improved performance and foot room. I’m still holding out for the day I’ll be able to say, “Let’s Motor” to my wife as we hop in our Cooper convertible and drive off Crater Lake.