Category Archives : advertising

MINI Test Drive Takedown starts today

MINI Test Drive Takedown


Get ready for an all-asphalt battle of the ages at the MINI Test Drive Takedown. Grab the wheel and feel the no-holds barred handling that only MINI can administer. Then take a spin in one of our competitors to see for yourself who’s worthy of the title belt.

MINI USA’s spring campaign has begun with a comparison of MINI models and the competitors.  MINI’s lineup includes:

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

The MINI Test Drive Takedown is going from dealer to dealer beginning today at MINI of the Woodlands (Texas) and MINI of Reno.

See the list of MINI Test Drive Takedown dealer events.

The Motorer Pledge

MOTORER PLEDGE card (front) MOTORER PLEDGE card (back)

MINI USA has a new customer-oriented campaign centered on the Motorer Pledge.  Motoring Advisors distribute these cards to potential customers.



  • Your time is valuable, and we will always respect it.
  • We will greet you promptly, but do not be alarmed if we hug you. We simply wish to welcome you into our warm, inviting and comfortable facility.
  • We will always offer you a test drive (how could you resist one?), and help you find the MINI that fits your needs.
  • We will keep you informed of vehicle delivery or service delays, though such cases are rare.
  • Your MINI’s features and functions will be explained in the time frame and manner you prefer. That is, quickly, so you can get motoring.
  • Alternate transportation will be provided whenever appropriate.
  • We endeavor to service your MINI right the first time, every time.
  • We will clearly explain service requirements and charges.
  • Not only that, but your new MINI will be delivered in showroom condition, and after each service, it will be washed and vacuumed.
  • Lastly, we promise to contact you promptly in the method you prefer after each inquiry or visit, but we don’t do carrier pigeons.


BSSP wins many ADDY awards for MINI work

BSSP MINI Coupe Launch Stunt

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.

MINI collaborates with Matter Magazine to promote the MINI Coupe


MINI collaborated with Matter Magazine to promote the MINI Coupe with a new website

The project consisted of a roadtrip covering 3,000 kilometers (1,864 miles) in 12 days to 8 cities: Munich, Vienna, Budapest, Timisoara, Bucharest, Sofia, Thessaloniki, and Istanbul.  Follow the adventure with video, words, and photos.


MINI Calendar widget from MINI Japan

MINI Calendar widget screenshot

For the launch of the MINI Countryman (MINI Crossover in Japan), MINI Japan created a MINI Calendar desktop widget.  Once installed on your PC or Mac, the widget shows the date, day of the week, time, and the current month’s calendar.  Where the widget gets fun is when you set an alarm.  When the alarm is triggered, various MINI models race and skid randomly across your computer screen. See the full article to download, install, and set up your MINI Calendar widget.


MINI family short video ads

MINI USA released a series of short video ads for the entire MINI family.  All of the ads are centered around TV controls: colors, brightness, widescreen, input, picture-in-picture, and volume. Each short video runs for 15 or 16 seconds.

MINI Hardtop “Colors” Ad:

MINI Convertible “Brightness” ad:

MINI Clubman “Widescreen” ad:

MINI Countryman “Input” ad:

MINI Countryman “Picture-in-Picture” ad:

MINI Coupe “Volume” ad:

MINI Motoring app by MINI Financial Services

MINI Motoring app

MINI Financial Services has released an app called “MINI Motoring”.  It is available for both Android and Apple devices.  From MINI USA News:

The all-new “MINI MOTORING” mobile app provides the ability for users to discover the best roads in more than 50 countries, as well as rank, comment and share those roads via Facebook, email or other GPS devices. MINI Financial Services’ customers enjoying the app also gain exclusive access to “gamified” features, including receiving rewards by completing certain actions in the app or by utilizing various financial account services.

After a simple login, MINI Financial Services customers can start earning points through usage (e.g. posting new roads, commenting on other roads) or by signing up for electronic invoicing or paperless statements. The more points received, the more rewards can be unlocked. Currently, the rewards are quality MINI images which can be used as backgrounds on phones, desktop images or to share with friends. Plans for future rewards include winning promotional items or other MINI-centric prizes.

Visit the Android Market or Apple App Store or get the app at

Read the entire press release “MINI Motoring” Discovers Fun in Sharing the Road Less Traveled.