Are Mini’s billboards a bit too personal?
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January 29, 2007 | Permalink |
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How is it invasion of space if they've signed up for it?
Mini owners tend to be a pretty tight-knit group. Take a look at some of the message boards, etc. online devoted to owners. They probably love the extension of the ownership experience. Makes them feel even more like they're a part of something special.
Just a guess given that I don't own a Mini and didn't work on the campaign.
Posted by: Danny | Jan 29, 2007 2:10:42 PM
If it scanned your eyeballs and displayed your genetic abnormalities for the world to see it would be invasive.
This thing just says something clever to a MINI owner who opted in to the experience. And the general public who don't drive MINI look on and think, "Damn, why don't billboards talk to my car?"
That's not invasive - that's cool.
Posted by: zenomott | Jan 29, 2007 4:06:19 PM
I wouldn't call it an invasion of personal space...but if you're already driving a Mini...why do you need to be advertised to?
Posted by: Sarah | Jan 29, 2007 4:44:11 PM
Catherine: "Invasion of space" would depend on how the program was portrayed to the people who agreed to be a part of it. If seeing their name on a billboard as they drove by was not something they were anticipating, then, yes, you're right. But if that was explained to them, then hey, you might not choose to do it, but they did. Some people like publicity.
Sarah: If you already own a Mini, the advertising is to ensure that your next car is a Mini as well. Remember that many people only keep a car for a year or two before trading in for a newer model.
Posted by: Tangerine Toad | Jan 29, 2007 5:09:17 PM
I agree with toad, and on top of that it is actually advertising to others as well, mini is the only car company with such personalized membership.
Posted by: Scott | Jan 29, 2007 9:06:15 PM
How personal will the message be, I wonder.
"Hey Randy, thanks for driving by in your MINI. How's that whole irritable bowel syndrome thing working out for you?"
Posted by: stevehappens | Jan 30, 2007 12:17:26 AM
"It's actually a lot better billboard. This Mini came stock with a built-in reclining enema."
Love, Randy
Posted by: | Jan 30, 2007 2:09:10 AM
"Damn, why don't billboards talk to my car?"
Either you don't live in a Western country, or you're far too enamoured of this whole "advertising" thing. Because, frankly, believing personalised ads are "cool" is only possible if you're insane.
Posted by: Rob | Jan 30, 2007 7:44:19 AM
I'm with Catharine Taylor: Ew!
Posted by: CKL | Jan 30, 2007 10:06:22 AM
Strong words, Rob.
Yes, I agree there are some people who get all freaked out about RFID. I think it's the concept more than anything that provokes people to overreact.
The truth of the matter is, most of us carry some sort of RFID around with us every day. That "SmartCard" that let's you into office on the weekends - RFID. The "EZPass" stuck to your windshield that lets you breeze through the toll - RFID. Even your cell phone contains GPS technology that can allow you to be tracked real time.
But are you really that interesting?
Rob, you may have a strong reaction towards this sort of thing, but I bet you the general population will think it's cool. Maybe not mindblowingly cool, but cool enough to talk about. And that's the idea isn't it.
ASome people already are. Check the blogs. A lot of people must be "insane."
Oh, that itchy bump on the back of your neck - RFID.
I'm watching.
Posted by: zenomott | Jan 30, 2007 10:19:00 AM
