CLIENT
MINI USA, BMW of North America, LLC.
Jim McDowell, Vice President, MINI USA
Trudy Hardy, Manager, MINI Marketing
Jennifer Layton, Brand Communications Manager
Kate Alini, MINI Marketing Communications Manager
AGENCY
Butler, Shine, Stern & Partners (BSSP) *Lead Agency
John Butler, Exec. Creative Director
Steve Mapp, Associate Creative Director
Lyle Yetman, Associate Creative Director
Traci Hill, Associate Strategy Director
Chris Cardinal, Group Account Director
Lynda Richardson, Media Director
SUMMARY
In 2008, one in four people considering the MINI were also cross-shopping the Prius. Cultural values were clearly moving toward being more environmentally responsible, and the fun of driving was getting lost in the shuffle. The Carfun Footprint campaign proved that you don't have to sacrifice fun in order to be green. And that MINI offers the best Carfun Footprint on the road. The campaign doubled MINI's brand consideration among environmentally minded car shoppers and led the brand to significant sales growth during industry-wide declines.
