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MINI COOPER
DEFY LABELS

RAN IN: North America

CLIENT
MINI COOPER

AGENCY
BUTLER SHINE STERN & PARTNERS *Lead Agency

DANIEL PETERS, ACCOUNT DIRECTOR


Universal McCann

RJ WICKS, SVP, GROUP PARTNER


SUMMARY

How do you get people to take MINI seriously after spending a decade taking on American car culture and being known as the cheeky and cute car? To grow up, MINI took on issues within broader culture and its own brand. The “Defy” campaign forced people to re-think about the brand and drove a huge shift in perception not to mention an increase in social conversations, leads and sales.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: CONSUMER INVOLVEMENT/USER GENERATED;Consumer Generated (Consumer Involvement/User Generated);WOM (Consumer Involvement/User Generated);INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;Display Ads (Interactive/Online);Mobile/Tablet Optimized Website;MOBILE/TABLET;Display Ad (Mobile/Tablet);Messaging/Editorial/Content;OOH;Place-Based;PR;PRINT;Newspaper - Digital;Newspaper - Print;PROFESSIONAL ENGAGEMENT;Continuing Engagement;Informational/Documentary Video;SALES PROMOTION;SOCIAL MEDIA;SPONSORSHIP;TV;Branded Content (TV)

Audience: 25-54 YEARS OLD

Objectives: Increase awareness

Type: Business to Consumer

Classification: National

Language: English