The Marketing Week - 7/12/2012
Welcome to The Marketing Week, your guide to the good, the bad and the downright bizarre marketing highlights of the last seven days.
CAMPAIGN OF THE WEEK
To cheer up the nation in the approach to Christmas, Mini launched a new car hire scheme this week offering Londoners a Mini Cooper for just 26p per hour. The scheme lets commuters experience driving a Mini Cooper for less than the cost of a bar of chocolate.
If you are wondering why Mini decided to charge the nominal sum of 26p per hour, the rate is based on the £189 per month finance package Mini offers on its hatchback.
The scheme is all part of a campaign to show off how “fun” and “exciting” the car is to drive, according to the car marque, while also highlighting how affordable it is.
Taking inspiration from the Boris Bike rental scheme that has taken London by storm, it’s a clever attempt from the automotive brand to boost test drive numbers without drivers having to endure the usual sales spiel.
GOOD WEEK FOR…
Starbucks has agreed to stump up around £20m in tax in the next two years in response to pressure from angry consumers who rallied to show their dissatisfaction that the chain has paid next to no corporation tax in the UK since launching 14 years ago. Starbucks’ turnaround demonstrates the immense power that consumers now have over corporate organisations and their ability to bring about change.
BAD WEEK FOR…
The supermarket revealed a further slide in sales in the third quarter and announced after much speculation that it may pull out of the US altogether as its Fresh & Easy chain has failed to turn a profit in the five years since launching in the region. Deputy CEO and chief marketing officer Tim Mason, who has headed up the US venture is also out as CEO Philip Clarke carries out a review.
STATS OF THE WEEK
- 20 million - The number of active subscribers online music streaming service Spotify counts. It unveiled a site redesign and a number of new features this week.
- 21.6 million - The number of UK consumers over 55 is expected to reach 21.6 million by 2022, according to Experience, meaning brands would be wise to adopt strategies that make the most of the opportunities.
- 90% - The percentage of web traffic expected to be online video by 2014/15 according to YouTube, which has unveiled the most popular ads of 2012 on its platform.
QUOTE OF THE WEEK
Professor Peter Williamson of Cambridge University’s Judge Business School speaking about Eastern brands launching in the UK:
MISSING WORD ROUND
Talking about the changes in cinema advertising, the DCM’s commercial director Joe Evea said: “The key thing about ________ is how we use it to change the perception of what cinema advertising can offer. To do that we need to focus on what it truly means for brands.”
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