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MINI USA 10 Years newspaper ad

James — Wed, 11 Apr 2012 17:00:03 +0000

AFTER 10 GREAT YEARS IN AMERICA,
WE HAVE A FEW PEOPLE TO THANK.

More specifically, over 400,000 motorers.
Join the celebration at FACEBOOK.COM/MINIUSA.

As you probably know, MINI USA recently celebrated ten years in America. They created a “Thank You” webpage with a high-resolution color image created with all of the customer names.

MINI USA’s advertising agency Butler, Shine, Stern & Partners also created a print ad including all of the names (shown above). The ad can be found in the March 22, 2012 edition of The New York Times on pages A14-A15.

video: MINI Roadster: Topless Thrills

James — Wed, 11 Apr 2012 13:00:35 +0000

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.

BSSP wins many ADDY awards for MINI work

James — Wed, 14 Mar 2012 01:00:38 +0000

Butler, Shine, Stern & Partners took home several SF ADDY awards this year for their advertising work for MINI USA. BSSP won for its “MINI Rocks the Rivals” and MINI Coupe launch campaigns.

The annual awards are presented by the Greater San Francisco Ad Club.

Division Winners

Collateral Material: Poster (single) – MINI Rocks the Rivals Test Drive POS Poster
Direct Marketing – MINI Rocks the Rivals Test Drive Direct Mail
Out-of-Home – MINI Coupe Rocket OOH Stunt
Consumer or Trade Publication – MINI Coupe Launch Dwell Print Ad
Television – MINI Best Test Drive Cinema Film

Silvers & Golds

Collateral Material: Poster (single) GOLD – MINI Rocks the Rivals Test Drive POS Poster
Direct Marketing: Business to Business (Flat) GOLD – MINI Rocks the Rivals Test Drive Direct Mail
Out-of-Home: Campaign GOLD – MINI Coupe Rocket OOH Stunt
Consumer or Trade Pub: Full Page (4-color) GOLD – MINI Coupe Launch Dwell Print Ad
Television: Cinema Advertising (In-Theater Commercials or Slides) GOLD – MINI Best Test Drive Cinema Film
Mixed/Multiple Media: Consumer, Regional/National GOLD – MINI Rocks the Rivals Test Drive Campaign

See the entire list of 2012 SF ADDY Award Winners.

BSSP ad campaigns for MINI USA

James — Thu, 15 Dec 2011 05:30:32 +0000

Butler, Shine, Stern & Partners (BSSP) have added many new videos and images recapping their ad campaigns for MINI USA over the past several years. Videos explain award-winning campaigns such as “MINI vs. Porsche”, “MINI Rocks the Rivals”, and “Motor-Tober”.

See BSSP: MINI Work.

BSSP creates Manual Up ad campaign

James — Wed, 03 Aug 2011 12:00:02 +0000

MINI USA’s advertising agency Butler, Shine, Stern + Partners (BSSP) is launching a new ad campaign promoting the manual transmission. “Manual Up” is the slogan with several clever taglines playing on the word “stick”. MINI owners already have one of the highest rates of manual transmission purchasing. According to Thomas Salkowsky, MINI brand marketing manager:

[A]bout 34% of buyers of the Clubman, the MINI Cooper convertible and the hard top buy the manual version, and that even for the AWD version of the Countryman, MINI’s answer for a crossover, the manual take rate is about 30%.

One wonders if the shortage of AISIN manual transmissions from Japan prompted this campaign, especially since dealers are offering a $500 discount for MINIs with a manual transmission.

It is unclear whether there will be print ads, but BSSP has created banner ads and posters. MINI USA’s Facebook page will have an ad that “communicates ‘Manualhood’ and exhilaration”. Much like Crispin Porter + Bogusky did for the launch of the MINI Convertible, BSSP will set up a phone number 855-MANUAL-UP (855-626-8258) with a “humorous message about what it means to be in the ‘hood”.

A note for MINI collectors: the ad campaign will feature posters, car antenna toppers, and a dealer “Manualhood” Motoring Manual.

See more Manual Up advertising materials on BSSP’s blog post TIME TO MANUAL UP.

Read more about the Manual Up marketing campaign at MediaPost News Mini: Get In Touch With Your Inner ‘Manualhood’.

BSSP: MINI Countryman Billboard in Times Square

James — Wed, 09 Feb 2011 02:30:08 +0000

Following up on the first MINI Countryman billboard, MINI USA’s advertising agency Butler, Shine, Stern & Partners has created a much larger building wrap billboard in Times Square. BSSP describes it:

Amidst the clutter, neon and noise of Times Square we used the launch of the all-new four-wheel drive MINI Countryman to do something simple, quiet and, dare we say, beautiful. The eight panel OOH takeover has two fiberglass Countryman mounted on an idyllic mountain scene with the words: Let it Snow.

See more photos at BSSP’s Let It Snow in Times Square.

third US MINI Countryman print ad

James — Sat, 05 Feb 2011 17:00:24 +0000

MINI USA’s ad agency Butler, Shine, Stern & Partners has a third MINI Countryman print ad featuring the Countryman’s larger trunk size.

MONSTER TRUNK.
Introducing the bigger, four-door, all-wheel drive MINI Countryman.

The print ad can be found on page 13 of the March 2011 issue of Car and Driver.

second US MINI Countryman print ad

James — Tue, 01 Feb 2011 08:00:31 +0000

MINI USA’s ad agency Butler, Shine, Stern & Partners has followed up its first US MINI Countryman print ad with this new one featuring a Pure Red MINI Cooper S Countryman ALL4.

SOMEONE’S BEEN WORKING OUT.
Introducing the bigger, four-door, all-wheel drive MINI Countryman.

The print ad can be found in these magazine issues:

Motor Trend. March 2011. (inside back cover)
Road & Track. March 2011. (page 4)

BSSP: MINI Countryman billboard

James — Wed, 19 Jan 2011 02:00:29 +0000

Following up on the MINI Countryman snowglobe installation, MINI Countryman Family Pack installation, and MINI Countryman NYC stunt, MINI USA’s advertising agency Butler, Shine, Stern & Partners has created the first MINI Countryman billboard.

The new billboard is located in Chicago and features a True Blue and White MINI Countryman over the slogan “GOES WELL OVER ICE.”

See the blog post MINI COUNTRYMAN: GOES WELL OVER ICE.

BSSP: MINI Countryman NYC stunt

James — Wed, 12 Jan 2011 02:30:28 +0000

Butler, Stern, Shine & Partners created another installation to market the new MINI Countryman, this time a moving one. Alluding to the marketing stunt from 2002 when Crispin Porter + Bogusky mounted MINIs on the tops of large SUVs, the current stunt has the new MINI Countryman as the SUV carrying a classic Mini on the roof. From the BSSP website:

When MINI first launched in the US they mounted one on top of an SUV to show just how small it was. Well, with the launch of the all-new, four-wheel drive Countryman, MINI isn’t so mini anymore. So we simply couldn’t resist mounting a classic MINI on top of the Countryman, to show just how much we’ve grown. The copy on the side of the Countryman reads: “Holds everything you need for a fun weekend.”

See more photos on the BSSP website.

Below is the original stunt: