Consumer Insight Analysis: Mini Countryman vs Beetle

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  • Topic: Station wagon, Volkswagen Beetle, Mini
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  • Published : January 31, 2013
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MINI Countryman VS Beetle
When talking about the compact car market, the well-known models may MINI’s Countryman and Volkswagen’s Beetle. They are often considered direct competitors in this market. This article is to analyze the commercial for each model. Let’s start with MINI’s countryman first.

Background
The MINI Countryman is a crossover SUV car. In fact, it is the first 4-door model to be launched under the MINI marque, whereas MINI is most well-known for its 2-door MINI Cooper. What makes MINI Countryman different from its past models is definitely the extra interior room and the all-wheel-drive system.

Objective
The objective of the MINI Countryman TV commercial (2010) is to show the improved function of the new line. Also, MINI Country represents the spirit of youth, fashion, and the urge for adventure.

Target audience
The targeted buyers of MINI Countryman has always been the same—young people who are seeking for fashionable and cool-looking appearance as well as a more interesting lifestyle. Moreover, as a model made by European, MINI is relatively affordable for young people. Consumer insight

For their target buyers, they believe the life will be better if people can “getaway” from the ordinary, and pursue individuality and adventurous lifestyle.

Creative idea
During this 60-second adventure, MINI used dramatic new methods in CG technology to show the versatility of the MINI Countryman in a way that defies the laws of space and time. The creative idea is that MINI countryman can be in multiple places at once.

Support
This commercial was taken in Milan, Italy, which is really a beautiful and comfortable tourist city. It uses music as its language, telling a story of 4 young people in MINI countryman rushing to a ferry station. MINI chooses a piece of lively and humorous music. There are three boys and a girl in the car, all being young, good looking, and fashionable. The commercial also highlights Countryman’s features—5-door and...
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