MINI Assigns Account to Circle.com; Internet Agency Will Create Online Marketing Architecture to Build Brand and Relationships for Re-Launch of MINI Car

    BOSTON--March 13, 2001--Circle.com , a leading Internet marketing agency, has been selected by MINI, a division of BMW North America, to handle online strategy, development and CRM duties for the U.S re-launch of the MINI brand and MINI COOPER car.
    MINI, first introduced 40 years ago with acclaimed styling and handling, will be re-launched in the U.S. market in March 2002. In this engagement, Circle.com has teamed with Crispin Porter + Bogusky, Miami, as a brand advocacy partner.
    According to Eric Snyder, Chief Marketing Officer for Circle.com, "We're delighted with the confidence the MINI team has placed in Circle.com. As a new player in the market, MINI has a chance to not only promote itself in a radically new way, but also to avoid the pitfalls that have befallen most automotive manufacturers in trying to deliver an integrated online/offline experience."
    With the MINI being positioned as a premium small driver's car, Circle.com will draw heavily on online media to attract and foster relationships among prospective MINI owners, the brand and the dealership network. "There are a lot of drop off points in the car buying process--junctures at which prospective customers can lose interest in the product or fail to receive the needed support or information they want," noted Snyder. "The discontinuities and inconsistencies in that make up today's car-buying experience can do great harm to the brand image. We're going to change that."
    Circle.com's work will take advantage of the Internet to maintain the MINI's uniqueness throughout a customer's end-to-end relationship. "We intend to underscore the distinctiveness of this car with a unique campaign that will build one-to-one relationships with buyers and welcome them into the MINI community...even before they step into the showroom," notes Dave Batista, Chief Creative Officer for Circle.com. "We'll bring customers into a seamless online relationship between the brand, dealers and owners, and demonstrate the compelling value of the brand through personalized online interactions--both pre- and post-sale."

    About Circle.com

    Circle.com (NASDAQ: CIRC, www.circle.com ) is a Web solutions provider for its Fortune 1000 and emerging technology-based clients worldwide. Circle.com, through its nine offices and over 500 associates worldwide, specializes in Internet-based customer relationship management campaigns. Clients include: Verizon, Campbell Soup Company, Talbots.com, And1, Budweiser, Eaglestar Financial, Lexmark, PNC Financial, Schlumberger and Symantec.