Category Archives : advertising


The MINI “Defy Labels” Ad Campaign

MINI Defy Labels Campaign

MINI officially announced their Super Bowl ad which has already been given a sneak peek online.

An interesting note: there are actually two slightly different versions of the ad.  In version 1, Harvey Keitel says, “This car doesn’t care what you call it.”  In version 2, which MINI USA posted to Twitter, Keitel says, “This is a car that doesn’t give a damn what you call it.”

Version 1:

Version 2:

MINI USA also released a behind-the-scenes video.

From BMW Group PressClub Global:

Woodcliff Lake, NJ. As more than 100 million viewers around the world prepare to tune into the Super Bowl on February 7, MINI is unveiling its star-studded 30-second spot, set to air in the third quarter of the year’s biggest night in television advertising. The ad is already available on the campaign’s microsite at MINIUSA.com/defylabels.

The ad, created by Butler, Shine, Stern & Partners (BSSP), embraces many of the labels the brand has experienced over the years with a very powerful message: it doesn’t care what you call it. “Defy Labels,” has its roots in the fact that everyone and everything is labeled but how you handle those labels is what matters. With defiance at its core, the campaign inspires people to shed the labels society has placed upon them and instead define themselves.

“Ever since the first Mini was built in 1959, it has been labeled as one thing or another. It’s small. It’s cute,” said Tom Noble, department head, MINI Brand Communications, MINI USA. “This campaign acknowledges those labels in a very authentic way while simultaneously showing people MINI is more than that. With the launch of the new Clubman, our brand is growing up, our products are more sophisticated, and its time to reset the conversation.”

The brand worked with an ensemble cast of athletes and celebrities to help start that conversation. Staying true to the nature of the campaign, MINI wanted to include personalities that had a relationship to the brand and could also speak authentically about the topic of overcoming labels. The spot includes tennis player Serena Williams, soccer player Abby Wambach, rapper T-Pain, baseball player Randy Johnson, skateboard legend Tony Hawk, and actor Harvey Keitel. Each also filmed a series of long-form interviews sharing their own perspectives about labels that are available on the campaign microsite at MINIUSA.com/defylabels.

In addition to the celebrities and athletes listed above, the “Defy Labels” advertisement will feature non-celebrity MINI owners and members of the MINI John Cooper Works racing team, who also choose to be a bit different and break convention.

“This powerful concept leverages the brand’s new sophisticated positioning, with a little bit of the MINI attitude that’s always been there,” said John Butler, chief creative officer, BSSP. “It goes beyond a typical celebrity endorsement. This creative is all about not letting others define you, or for that matter, what you choose to drive. It’s about never giving others that power over you.”


The MINI Convertible “Stay Open” campaign

The MINI Convertible "Stay Open" campaign

From BMW Group PressClub Global:

Munich. The global marketing campaign “Stay Open” is about to get underway in time for the start of communications for the new MINI Convertible. The campaign will accompany the new MINI Convertible up to market launch and beyond in three campaign phases that follow on from one other.

The “Stay Open” tagline for the new MINI Convertible is as multi-faceted as its target audience and pays tribute to the “Always Open” campaign of its predecessor. On a rational level, it highlights new product features that enable the new MINI Convertible to drive with the top down for even longer. From an emotional perspective, it reflects the free spirit of the target group – always cosmopolitan and open-minded. Its life-affirming optimism is a consistent theme throughout all elements of the campaign.

Munich. The global marketing campaign “Stay Open” is about to get underway in time for the start of communications for the new MINI Convertible. The campaign will accompany the new MINI Convertible up to market launch and beyond in three campaign phases that follow on from one other.   The “Stay Open” tagline for the new MINI Convertible is as multi-faceted as its target audience and pays tribute to the “Always Open” campaign of its predecessor. On a rational level, it highlights new product features that enable the new MINI Convertible to drive with the top down for even longer. From an emotional perspective, it reflects the free spirit of the target group – always cosmopolitan and open-minded. Its life-affirming optimism is a consistent theme throughout all elements of the campaign.   The print campaign takes this feeling and stages the new MINI Convertible in open spaces full of bright, vibrant colours. The feel of open-top driving is conveyed with lots of blue sky. Online communications also focus on this openness and driving with the roof down.   The central element of the campaign will be an online film that goes far beyond the scope of regular TV commercials. The short cinematic film directed by Oscar-winner Joachim Back will be revealed in stages – initially previewed with a teaser and landing page to kick off the campaign. The film will be revealed in its entirety to coincide with the market launch of the new MINI Convertible.   Further information on the campaign and online film will follow.   The participating agencies were WCRS, London; KKLD, Berlin; and AKQA, London.   Serviceplan Campaign X will be responsible for adapting the international campaign for the German market. The German campaign for the new MINI Convertible will get underway in mid-February 2016 in time for the market launch on 5 March 2016.

The print campaign takes this feeling and stages the new MINI Convertible in open spaces full of bright, vibrant colours. The feel of open-top driving is conveyed with lots of blue sky.

Online communications also focus on this openness and driving with the roof down.

The central element of the campaign will be an online film that goes far beyond the scope of regular TV commercials. The short cinematic film directed by Oscar-winner Joachim Back will be revealed in stages – initially previewed with a teaser and landing page to kick off the campaign. The film will be revealed in its entirety to coincide with the market launch of the new MINI Convertible.

Further information on the campaign and online film will follow.

The participating agencies were WCRS, London; KKLD, Berlin; and AKQA, London.

Serviceplan Campaign X will be responsible for adapting the international campaign for the German market. The German campaign for the new MINI Convertible will get underway in mid-February 2016 in time for the market launch on 5 March 2016.


“The Incredible Seven” promotional film by BMC

"The Incredible Seven" Part 3 still-frame

British Pathé, “one of the oldest media companies in the world” and a producer of newsreels until 1970, just released its entire collection of 85,000 historic films, in high resolution, to YouTube.  One of the newsreels (broken into three video parts) is a 1961 promotional video by the British Motor Corporation during the early years of the classic Mini, then called the Austin Seven (sometimes spelled Se7en).

This is a fantastic look at the early development of the classic Mini with shots of Alec Issigonis, early prototypes built and road-tested, production and assembly, press launch, and press review headlines.

The total length is 28:43.

Visit the pages on YouTube if you’d like to read the transcripts of the videos.

 

“The Incredible Seven” Part 1:

“The Incredible Seven” Part 2:

“The Incredible Seven” Part 3:

 


MINI and Flipboard team up

Flipboard: MINI Not Normal

MINI has teamed up with Flipboard to curate an online and mobile magazine based around the “NOT NORMAL” theme. Flipboard enables users “to read and collect the news they care about, curating their favorite stories into their own magazine” as a mobile app and now also on a computer.

From the Flipboard blog post MINI’s Giant Leap to Flipboard:

The MINI has never been a normal car—by design. It was created in response to the Suez Canal crisis in the mid 1950s, which caused yet another gasoline embargo in England. The idea was that this car would be fuel efficient and stylish with a passenger compartment that was comfortable despite the automobile’s tiny size.

The new kind of economy car rolled off the production line in 1959 and was a quick hit. It was striking to look at and fun to drive; its minimalist sensibility created a special place in the hearts of automotive lovers for generations. In 1999, the Global Automotive Elections Foundation named it one of the 20th century’s most influential cars in the world—second only to Henry Ford’s Model T.

MINI, an advertiser in Flipboard, is also a curator: It’s created a brand magazine on the concept of “Not Normal,” where it’s sharing articles, videos and photos focused on self-expression, creativity and inventiveness.

To view the magazine, search “Not Normal” in Flipboard or click here.
~NicoleM

Read MINI NOT NORMAL on the Flipboard website, or download the Flipboard app from the Apple iTunes App Store or the Android App on Google Play.

 

 


marketing campaign begins for MINI Paceman

UNSTILL LIFE. RAISE YOUR AESTHETIC. LOWER YOUR LAP TIME.

Munich. The cross-media “Design with Bite” launch campaign for the new MINI Paceman is now underway with three online videos that provide an initial foretaste of the print, TV and web elements to follow. MINI embodies the extraordinary – representing fun and adventure like no other brand. Today marked the official start for the seventh model in the MINI model line-up: The latest TV spots can now be viewed online, before airing on television worldwide in February. The MINI Paceman is making its film debut as the world’s first Sports Activity Coupé in the premium compact segment – a new vehicle segment for MINI. The TV spots, which were filmed against the urban backdrop of New York, combine thrilling driving scenes with the MINI typical sense of humour. The videos can be viewed online at http://youtu.be/urS_qrnz7rEhttp://youtu.be/KmhFaRKYhxwhttp://youtu.be/1SBhRfzKyRI, on the MINI Brand Channel www.youtube.com/MINI and on Facebook at www.facebook.com/MINI. More elements of the campaign can be found at www.mini.com/paceman. A separate social media special will follow in late February 2013.




TV and print

The 30-second TV spot entitled “Street Attitude” presents the MINI Paceman in its urban environment. Viewers follow a young MINI Paceman driver on his night-time drive home through New York City. He comes out of a record shop and gets into his MINI Paceman – then, after a brief stop at an Asian snack bar, he takes an elegant but sporty drive through the streets and alleyways of the bustling city, passing by galleries, trendy bars and architectural highlights. The viewer only realises where the drive is heading when the garage door slowly opens to reveal the inside of the driver’s loft. Why not make the MINI Paceman part of the apartment design? There are three versions of the spot with different endings. The accompanying ads and posters are also designed to create a desire for a night-time drive in the MINI Paceman to less conventional destinations like underground clubs and design stores. Urban images and innovative slogans round out the print campaign, which will be launched worldwide from February on.

THE BEST STATEMENTS ARE UNSPOKEN. DESIGN MOVEMENT.
BELONGS ON THE STREETS, NOT ON A PEDESTAL. TAKE A DETOUR BY DESIGN.

Social media

The MINI Paceman’s social media fans can also look forward to a new campaign in late February 2013. The social media campaign “Discover your inner Paceman” will use film to familiarise users with the MINI Paceman in a fun way. In an “Urban Personal Test Drive” past familiar hotspots and hidden highlights, intuition is the main guide through an interactive online world with the MINI Paceman. Users play an active role in shaping the course of their own adventure story. The use of HTML 5 technology, which supports completely new functionality, such as video and audio, and the integration of various social media platforms and apps, enables innovative control mechanisms, which open up totally new possibilities for interaction between users – in keeping with the community idea.

Web special

The MINI Paceman now also has its own “web special” on national MINI websites: A personal 3D image or Magic Eye can be generated by clicking on one of several distinctive MINI Paceman features, such as the rear headlights, wheel-case or roof-line, and choosing an exterior colour. However, the image remains hidden in an individual pattern that only reveals the silhouette of the MINI Paceman if the viewer concentrates on the pattern long enough. These self-created 3D images can also be shared with friends via various social media channels, to make others curious about the unique design elements of the MINI Paceman. Magic Eye is now available at www.MINI.com/paceman.

The MINI Paceman

With its hallmark MINI go-kart feeling and exclusive interior ambience, the MINI Paceman remains true to the distinctive character and innovative, inimitable style of the British premium brand. With its powerful, dynamically-stretched coupé lines, two doors, large tailgate and two full-size individual rear seats, this seventh model in the MINI family complements the elegant sportiness of its proportions with a new rendering of the signature MINI interior.

For further information:

www.youtube.com/MINI
www.facebook.com/MINI
www.MINIspace.com
www.pinterest.com/OfficialMINI
www.MINI.com/paceman


MINI USA Mayan calendar end-of-the-world newspaper ads

MINI USA Mayan calendar ad - December 21, 2012 MINI USA Mayan calendar ad - December 22, 2012

WELL, SO MUCH FOR THE 2014 MODELS.

According to the Mayan calendar, the world ends today, so this could be your last chance to get behind the wheel of a new MINI. Right now you can pay just $0 down to motor* in a 2013 MINI. So, if the world ends today in accordance with Mayan prophecy, you pay nothing. Ever. And if you’re holding out for a 2014 model, here’s a little hint: that’s a bad idea. Good luck. Bye.

WE’RE STILL HERE!

Correction: In the December 21st issue of this newspaper, we ran an ad referencing the imminent destruction of the world as predicted by the Mayans. It has come to our attention that the world did not, in fact, end. Good news all around. You can still take advantage of our $0 to Motor lease* offer on a new MINI. But in light of the world not ending, you will have to make the payments.

MINI USA joined in the Mayan calendar end-of-the-world fun with these two full-page print ads in the The New York Times.  The first, “WELL, SO MUCH FOR THE 2014 MODELS.” appeared on December 21, 2012, the last day of the Mayan calendar cycle.  The second, “WE’RE STILL HERE!” was a “correction” ad and appeared the following day.  More clever ads from Butler, Shine, Stern & Partners.

Download the original images and read the MINI USA NEWS press release WE’RE ALL STILL HERE… LET’S MOTOR.


MINI USA’s NOT NORMAL campaign for October

NOT NORMAL campaignUsually at this time of the year, MINI USA would roll out its Motor-Tober sales campaign.  Each MINI dealer was expected to throw a party and attendees would receive a discount on MINIs purchased during or shortly after the event.  This year MINI USA isn’t doing the…well…normal thing.

This October sales campaign uses the theme NOT NORMAL.  MINI USA kicked it off with a typically irreverent video.  If you want to attend, you can find out when your local MINI dealer with host its NOT NORMAL Sales Event.

See the MINI Space article Behind the Scenes of NOT NORMAL which includes an image gallery and music video.


MINI USA keeps BSSP

BSSP MINI Work

We’ve posted about many BSSP ad campaigns for MINI USA over the years.  Butler, Shine, Stern & Partners have won many awards for their work for MINI USA including recent ad campaigns “MINI vs. Porsche”, “MINI Rocks the Rivals”, and “Motor-Tober”.  They will continue to create marketing campaigns for MINI USA.

Periodically MINI USA holds agency reviews due to BMW’s purchasing policy requirements.  Back in January, MINI USA released an RFP for most of its creative marketing work.  After a multi-stage review process, BSSP won the contract.

From MINI USA NEWS:

Woodcliff Lake, NJ – May 29, 2012…  MINI USA announced today that after a thorough RFP process, Butler, Shine, Stern and Partners (BSSP) from Sausalito, California has been named as the advertising agency of record for MINI brand and dealer co-op advertising in the U.S. BSSP has been responsible for MINI USA advertising since late 2005, and will continue to support the business moving forward through the duration of this new three-year contract.

“The pitch delivered by BSSP outlined clear strategic vision for MINI’s future growth, detailed consumer insights as well as an abundance of creative ideas,” said Tom Salkowsky, Manager – MINI USA Marketing. “BSSP demonstrated that while their team was the incumbent, they are far from complacent, and have the creative edge that we will need to move the MINI brand forward in an increasingly competitive segment.”

The new contract begins in June 2012, and extends for three years. It will include BSSP supporting MINI national brand creative, regional and dealer creative, as well as media planning and buying for both national and co-op advertising. The decision-making panel was comprised of representatives from MINI USA Marketing and a representative from the global MINI Marketing team, Purchasing, Sales and the MINI USA dealer network.

“This was an incredibly challenging brief and process as we were competing with a strong set of talented agencies,” said John Butler, Executive Creative Director at BSSP. “We are extremely proud to have successfully defended the MINI business, and we’re thrilled that we will have the opportunity to bring some of the agency’s new creative ideas to life over the coming years.”

MINI USA’s interactive work (MINI USA.com, MINI dealer websites and social media) is currently supported by BEAM Interactive in Boston, Massachusetts; and Sanders Wingo in Austin, Texas was appointed in September 2011 to support all the Multi cultural marketing activities.

Read BSSP’s reaction to the award in their blog post We retain MINI, and add global duties to boot (Get it?).

See many of the live action, video, and print ads by BSSP.


collectibles: MINI Test Drive Takedown trading cards

MINI Test Drive Takedown trading cards

Earlier this month we wrote about the MINI Test Drive Takedown spring campaign.  Going on at MINI dealerships through May 26, car shoppers can test drive MINI models against several competitors.  MINI USA has created six “characters” for each of the six models.  As part of the campaign, they have produced a pack of six MINI Test Drive Takedown trading cards.

  • Full Tank Nelson – 2012 MINI Cooper S Hardtop
  • Boom Boom BiggerBoot – 2012 MINI Cooper Clubman
  • Doctor Roofless – 2012 MINI Cooper S Roadster
  • Snowy Roades – 2012 MINI Cooper S Countryman ALL4
  • Sunny Weathers – 2012 MINI Cooper Convertible
  • The Overtaker – 2012 MINI John Cooper Works Coupe

The Overtaker is the one card that changed model from the MINI USA website going from a MINI Cooper S Coupe to a MINI John Cooper Works Coupe.

See the list of MINI Test Drive Takedown dealer events and pick up a pack of collectible trading cards.


video: MINI Roadster: Topless Thrills

MINI Roadster: Topless Thrills video

Following up on the MINI Roadster Topless Thrills print ad, MINI USA released this teasing video.  This video is safe for work.

 

Here’s more on the MINI Roadster campaign by BSSP:

To launch MINI’s newest topless model, the two-seater Roadster, we created the “Peep Show” campaign. Creative support includes video, digital board spectaculars in Vegas, Times Square and Chicago, touchscreen interactive bus shelters in SF, OOH wallscapes in Dallas, Miami and DC, print (Maxim, Playboy and SPIN, etc.), digital takeovers and an augmented reality piece for Wired.

But wait, there’s more. Today we launched the “Peep Show” stunt at the corner of Hollywood and Sycamore. We outfitted a storefront to mimic a real peep show, with flashing arrows, red lights and all. Once you interact with the buttons on the outside, windows open to reveal the new MINI Roadster, rotating on a platform with the biggest disco ball you’ve ever seen hanging above it. Our apologies if you were expecting something else.