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

Mini offering car rental for 26p-per minute.
Mini offering car rental for 26p-per minute.

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…

Consumer power

UKUncut targets Starbucks

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…

Tesco

Tesco

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

QUOTE OF THE WEEK

Professor Peter Williamson of Cambridge University’s Judge Business School speaking about Eastern brands launching in the UK:

quote

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.”

Comment on this story or email rosie.baker@centaur.co.uk with your answer for the chance to…appear in next week’s edition of The Marketing Week! No Googling!

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