Margareta Mahlstedt
Brand communications manager, MINI, BMW Group Canada
Margareta Mahlstedt is responsible for all MINI brand-specific communications including advertising, e-business, and relationship marketing. While her efforts just resulted in the brand scoring the only Canadian gold from the most recent One Show, she’s still a bit skeptical about how winners are selected. ‘I find that award shows either focus only on creative or on the strategy and the results. Of greater benefit to both advertisers and marketers would be a show that truly evaluated both.’
Mahlstedt has been with BMW Group Canada since 2001 following a position at BMW’s M division in Munich.
Pick #1
Campaign: Addition Elle,
‘Curves Make the Woman’
Agency: Taxi
The concept: The multiplatform campaign for the plus-sized chain was inspired by Marilyn Monroe.
Why do you like it?
Because it made me pay attention and take the message with me – in a positive manner – and I was not the targeted demographic!
Why is it effective?
The visuals were bold and screamed ‘self-confidence.’ The messaging was consistent across all executions and very well integrated.
What consumer insight has it tapped into?
The insight was that the female demographic has long been subject to stereotypes. Delving deeper, it tapped into the lack of confidence that women have when they feel that their body is inadequate given today’s societal pressures.
Pick #2
Campaign: Dove, Campaign for Real Beauty
Agency: Ogilvy & Mather
The concept: Part of a global, multiplatform campaign to change the definition of beauty. Canada’s efforts included a billboard along a major highway in Toronto that encouraged commuters to cast votes online and displayed live tally results, a photography exhibit, and a documentary on the W network, which traced a photographer’s search to define beauty.
Why do you like it?
The Dove’s ‘Campaign for Real Beauty’ was everywhere and its message was clear and relevant, but not just to the core target group – anyone could identify. For me, the best part of the campaign was the use of out-of-home, particularly the billboard on the Gardiner Expressway here in Toronto.
Why is it effective?
It was effective because it took aim at the status quo and worked to change perception. Again, the message was clear and consistent [as if to say] ‘we want people to view beauty in a broader and democratic manner.’
What consumer insight has it tapped into?
The female demographic has long been subject to narrow stereotypes about what is beautiful. The campaign tapped into the need for women to be considered attractive no matter what their weight or skin colour.
What makes it Cannes worthy?
Rarely does one see creative in the beauty industry that really taps into a core insight like the Campaign for Real Beauty does. [It’s] a truly international campaign.
