Direct news: Direct choice - Mini

No self-respecting marketing director with a passing association with Marketing has not applied to have their handwriting analysed by this magazine's graphologist, Diane Simpson.

While not totally convinced of the correlation between personality and the squiggles that emanate from my pen, I keep an open mind. And so, it seems, does BMW, which is offering a weekend Mini adventure based on the graphologist's analysis of a prize-draw winner's handwriting.

Presumably those whose writing shows them to be solitary beings will be sent on a polar expedition, those with a social bent to a commune, and thrill-seekers a whiz around Silverstone in a Mini Clubman. Who knows? No one who reads the direct mail pack, that's for sure - there is not even a hint of what the prize may be; just the assumption that it will fit your personality.

The gate-folded, mostly black, mailer is certainly well conceived and put together and the pictures of the Mini, one of my favourite cars, are good. However, the copy is slightly lightweight, the bulk of the print given over to the rules and 'Small Print' as the mailer so eloquently puts it.

In essence, this is just a rather obvious data-gathering exercise, with a rather inexact offering being the catalyst to respond.

Mailing: Lida.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network