library of motoring » BSSP

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:

BSSP creates MINI Family Pack installation

James — Wed, 22 Dec 2010 02:00:13 +0000

Butler, Shine, Stern & Partners followed up its MINI Countryman snowglobe installation with the MINI Family Pack installation. This one is located in Chicago and San Francisco. Each of the four models in the MINI family is represented by a different cereal-like box.

See more photos on the BSSP website.

So what does BSSP have up its sleeve next?

first US MINI Countryman print ad

James — Thu, 16 Dec 2010 01:30:39 +0000

MINI USA’s ad agency Butler, Shine, Stern & Partners has released its first MINI Countryman print ad.

LET IT SNOW.
Introducing the bigger, four-door, all-wheel drive MINI Countryman.

The print ad can be found in these magazine issues:

Automobile. March 2011. (inside back cover)
Dwell. December/January 2011 (back cover)

BSSP creates Countryman snowglobe installation

James — Wed, 15 Dec 2010 04:30:19 +0000

Yesterday Butler, Shine, Stern & Partners launched the MINI Countryman installation of a giant snowglobe holding a real Pure Red MINI Cooper S Countryman ALL4.

See more photos on the BSSP website.