Mini marks Yahoo! ad first

Web portal Yahoo! UK & Ireland has teamed up with BMW to create what it claims is a “double advertising first”.

Web portal Yahoo! UK & Ireland has teamed up with BMW to create what it claims is a “double advertising first”.

Yahoo! says it has become the first website in the UK to broadcast a streaming media placement of BMW’s new Mini commercial. According to Yahoo! this also represents the first streamed ad on the Yahoo! UK & Ireland homepage, marking a move away from traditional banner ads.

The ad was placed on the website for just one day, Friday July 13. Yahoo! is now looking at developing this advertising genre with other partners.

Yahoo! developed the placement with Zenith Interactive Solutions – responsible for Mini’s online media planning and buying – and ehsrealtime – which planned strategy and produced online creative work.

The commercial was developed by WCRS, and is the cinema cut of the “Martians” commercial. It is a tongue-in-cheek, 50-second film showing London being invaded by robotic aliens, only for Mini to save the day. The endline is: “It’s a Mini adventure”.

Yahoo! UK & Ireland head of agency sales Joannah Bishop comments: “The expectation surrounding the launch of the new Mini is considerable.

“By facilitating the media streaming placement for one day on our homepage, we were ensuring maximum brand leverage for Mini and also providing our users with all the information they needed at a click of a button. This is a clear endorsement of the brand building capabilities of online.”

Mini marketing manager Emma Scammell adds: “It was fitting for the Mini to be associated with something so innovative and fresh. The Mini is far removed from the bland mainstream small car market and the streaming of the ‘Martians’ cinema commercial was a great way to convey what the Mini is all about to a mass digital audience.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here