Business Services Industry
The Orlando Sentinel, Fla., Media Column.
Knight Ridder/Tribune Business News, November, 2002
By Susan Strother Clarke, The Orlando Sentinel, Fla. Knight Ridder/Tribune Business News
Nov. 18--Crispin Porter Bogusky was thinking outside the rate card.
How else to explain their advertising for the Mini Cooper?
Rather than place conventional ads in newspapers or on television, the Miami agency opted for an offbeat campaign that emphasized the most unusual thing about the car -- its diminutive size, just shy of 12 feet long.
"This is a real unique car," said CPB President Jim Hicks, who was in Orlando recently. "We wanted people to come in contact with the vehicle."
So when the Mini was first introduced, CPB put one of the tiny cars on top of a mammoth Ford Excursion and drove the SUV across the country. (The...
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