How does a brand become iconic? For some, it’s all about being bold enough to take the open lane before anyone else.
Famed automaker MINI has been setting the pace for small-car manufacturers since 1959. The company has maintained its iconic status by being willing to reinvent itself at every curve in the road.
MINI’s next big move? Making mobile measurement a reality. To promote the new Countryman, MINI Australia and its digital agency MobeSeek took Atlas for a spin to uncover mobile insights beyond the reach of cookie-based marketing. The end result was eye-opening for both teams.
“By partnering with Atlas, [we] were able to effectively measure mobile site conversions for the first time,” said MobeSeek Founder James Sugrue. “Because of Atlas’ wealth of demographic information, we were able to learn a lot more about the MINI Countryman too.”
“This is an exciting new opportunity for Australian marketers, both in terms of uncovering mobile insights and understanding cross-device behavior — which in this era of media fragmentation, is more important than ever.”
You can learn how Atlas’ people-based, cross-everything solutions delivered mobile, cross-device, targeting, conversion and publisher insights for MINI and MobeSeek by downloading the full case study now.