CLIENT
MINI USA, BMW of North America, LLC.
Jim McDowell, Pres. MINI USA
Trudy Hardy, Mgr., MINI Marketing
Kate Alini, MINI Mktg. Comm. Mgr.
AGENCY
Butler, Shine, Stern & Partners (BSSP) *Lead Agency
John Butler, Exec. Creative Dir.
Steve Mapp, Assoc. Creative Dir.
Chris Cardinal, Group Bus. Dir.
Traci Hill, Assoc. Strategy Dir.
Lyle Yetman, Assoc. Creative Dir.
Mike Hughes, Sr. Art Dir.
Lori Pisani, Acct. Dir.
SUMMARY
By 2008, the Mini Cooper, while iconic and endearing, was becoming far less edgy, especially in cities where you might see 20 or more in a day. The launch of the Clubman model, a stretched-outversion of the sedan, was key to reinvigorating the Mini brand with trendsetters. The Clubman needed to be positioned as outside the mainstream-odd, enigmatic, even polarizing. It was given its own philosophy, called Zug, to establish it as the other Mini. During launch, the Clubman wait list grew to over four months and the Mini brand experienced 40%-plus growth.
