'Win Small' wins big for Mini
EDITOR'S NOTE: This article has been corrected to note that Miniusa.com web traffic was up 24 percent compared with two weeks prior.
"Win Small" was a big winner for Mini, so the brand will extend the ad campaign that celebrated the underdog during the 2012 London Olympics.
Mini will continue to run 30- and 60-second TV spots through August, said Tom Salkowsky, Mini USA's marketing manager.
"TV is not a channel that we use very often. We are more surgical in our approach," he said.
Mini's visibility jumped dramatically because of the commercials. Miniusa.com web traffic was up 24 percent compared with the prior two weeks, Mini said. Facebook clicks via the Mini page were up 68 percent.
"Win Small" featured not only Mini cars but all sorts of petite creatures -- humans, animals and insects -- pitted against larger foes. Messages such as "Small is fearless" and "Small wins our hearts" flashed on the screen.
The BMW Group was the official automotive partner of the 2012 Olympics. During NBC's telecast of the games, BMW was the only import-brand automaker to advertise, and General Motors was the only domestic automaker.