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MINI
MINI and KISS Rock the Rivals

RAN IN: United States

CLIENT
MINI USA

Kate Alini - MINI Mktg. Comm. Manager
Tom Salkowsky - MINI Mktg. Manager

AGENCY
Butler, Shine, Stern & Partners (BSSP) *Lead Agency

Traci Lupo Hill - Assoc. Strategy Director
Steve Mapp - Creative Director
Rachel Saxon - Acct. Executive
John Verrochi - Art Director
Marc Wilson - Art Director
Lyle Yetman - Creative Director
Lucas Zehner - Writer


McGhee Entertainment

Mark Stroman - SVP, Mktg.


SUMMARY

With the launch of the Countryman, MINI had big news. Literally. The new bigger model had the potential to grow the brand by 3x, yet, without seeing it in person, prospects couldn't tell how much bigger it was in either size or attitude. The MINI and KISS Rock the Rivals campaign gave people a reason to look closely at the Countryman and test drive one at the dealers, all while benefiting UNICEF. By generating $18.7M in earned media, the campaign grew awareness (+7%), favor-ability (+50%) and sales (+67%), making April 2010 the best sales month in MINI history.

CASE STUDY

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CASE VIDEO


Hero Medium: PR

Medium Featured On Video: Interactive, Print, PR, Retail Experience, Events, Product Design, Consumer Involvement, Trade Shows, Sponsorship,Other

Audience: New Audience

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: Local, National

Language: English