Media: Strategy of the Week - Mini goes to movies to launch convertible model.(Automobiles)

Mini is using film-themed ads to appeal to upmarket drivers.

The new convertible Mini has only been on sale in the UK for two weeks but already demand is high. Most of 2004's right-hand-drive allocation has been snapped up and the convertible has been dubbed 'classless, timeless and appealing to everybody'. It has also been voted Car of the Show by a group of designers and engineers from the Institute of Vehicle Engineers at Motor Show Live this year.

So it looks as if Mini's core brand appeal has already done much of the work in ensuring the convertible is as desirable as possible.

However, WCRS's integrated campaign for the model will round up any …