The challenge: Driving real impact during MINI USA’s largest annual sales event
MINI USA needed an advertising campaign that would go beyond traditional methods and metrics for its Motor-Tober sales event. The campaign aimed to strengthen brand awareness, expand reach, and improve overall efficiency.
Like many national auto brands, MINI faced the challenge of aligning messaging across Tier 1 (national), Tier 2 (regional), and Tier 3 (local) campaigns. In partnership with Comcast Advertising, MINI executed a unified, data-driven approach with cross-tier multiscreen activations to enhance targeting, reduce budget inefficiency, and ultimately boost vehicle sales.
The media strategy: Bringing audience activation and measurement together with Outcomes+
To support this strategy, MINI USA used the following tools from Comcast Advertising’s Outcomes+ portfolio, an activation and attribution solution powered by AI-driven tools:
- AI-powered proposal assistant to create more customized campaign schedules.
- LENS, an AI audience discovery engine that identifies households with little to no exposure to national TV campaigns.
MINI applied exposure insights from its national campaign to optimize media planning and inform the next phase of its overall strategy, layering in Audience Addressable and streaming across all three tiers.
How it worked: Turning exposure data into a smarter multiscreen strategy
At the core of the campaign was a multiscreen media mix that spanned various platforms and programs, including live sports. To establish the audience pool, MINI first ran a multiscreen campaign at the Tier 1 level targeting households in the market for any new or used vehicle. Comcast Advertising then connected the Tier 1 campaign with the other tiers by using deterministic first-party household exposure data to split the audience into two groups based on exposure:
- Audience A: Underreached or unreached households from MINI’s national Tier 1 campaign.
- Audience B: Heavily reached households from Tier 1 national exposure.
With this segmentation complete, the team activated a dual-audience approach to identify where MINI needed to extend reach and where there was opportunity to capitalize on existing momentum:
- Audience A received addressable and streaming TV ads with MINI’s core messaging extending the reach of its initial Tier 1 campaign.
- Audience B was targeted with data-driven streaming ads at the Tier 2 and Tier 3 levels with messaging that spoke to those most likely to convert.
The outcome: Real business results driven by connected audience insights
Campaign results from October through December revealed success across all stages of the sales funnel.
Awareness
- 2.7X greater brand favorability (A35+ in the market for a new vehicle in the next year, exposed to any tier advertising)
Consideration
- 2.2X greater brand consideration among new vehicle shoppers exposed to both Tier 1 and Tier 2 messages (vehicle shoppers are defined as in the market for a new vehicle within the next year or after)
Intent or Purchase
- 5X increase in high-intent site actions, including test drives and pre-order requests (cross-tier exposure)
- +35% lift in new/used vehicle conversion rate vs. control
What it unlocks: A new standard for automotive advertising campaigns
MINI USA’s success highlights the value of a fully connected, data-driven campaign strategy. By using audience insights across tiers and screens, the brand was able to deliver a more coordinated, efficient, and impactful media plan.
For the automotive industry in particular, this campaign sets the tone for how national brands can unify tiered messaging, optimize media investments, and drive real business outcomes through multiscreen TV.