Rejecting derogatory labels and refusing to let other people's prejudice hobble your success is the theme of BMW Mini's Olympics push from Butler, Shine, Stern & Partners.
Mini Cooper is out with an awesomely ruthless new ad, set in Singapore, that shows the automaker tricking people into test driving its product—by teaming up with a towing service and giving loaners to stranded motorists.
Is there anything scarier than rampaging zombie pageant girls? I submit to you that there is, and it's highway driving in a Mini.
I sometimes think billboards are watching, beaming out messages meant just for me. Then I get back on my meds, and everything seems fine. Anyway, BMW's Mini, as part of its "Not Normal" campaign, worked with agencies Iris and Vizeum over the summer to personalize content to drivers of its cars on nine consecutive digital billboards along a busy London motorway.
Not many brands have embraced the Anthony Weiner debacle as inspiration for ads. Spirit Airlines did it in its own traditional sleazy fashion. And now Mini has come out with a little auto erotica of its own—creating (as Weiner did) a fake Twitter identity, @CarlosDMotor, and tweeting out an image of a Mini in a bathroom, showing off a little grille. "Wanna get your hands on my stick?" says the tweet. Agency: Butler, Shine, Stern & Partners.
Mini is making the most of the summer season by introducing three incredible concept cars specially designed for campers—though you can't buy any of them (yet). And if they seem hard to believe, no wonder.
Mini's name—and signature characteristic—is an asset or a fault, depending on who you ask. Great for city parking. Not great for hauling lumber. Tiny and cute. Not towering and impressive.
After 10 years together, Taxi in Toronto and BMW Mini have parted after the agency declined to participate in a review for the Canadian account, eventually won by Anomaly. Remember Taxi's "wacky vignette" for the nameplate with a guy's mustache and eyebrows flying off his face as he hung his head, cocker spaniel style, outside the passenger window of a speeding Mini? Ahh … good times. Anyhoo, Taxi is auctioning its boardroom Mini—a red 2008 coupe—on eBay, with proceeds going to Covenant House, a homeless shelter. The listing reads: "What you are looking at here is the last Mini Taxi Canada is ever going to sell. And that's pretty significant, because over the past 10 years we've managed to help sell over 40,000 of them. That's quite a few. And we've had a lot of fun in the process, picking up a bunch of awards from all over the world. But alas, all great drives must come to an end. So to honor 10 years of good times and even better work, we're making our last sale one we can all feel really good about and are donating the proceeds to our favorite charity—Covenant House Toronto. So go ahead and bid generously. Maybe the karma alone will get you out of a traffic ticket or two." With three days to go, bidding stands at $10,500 Canadian (that's $10,295 U.S.). You might say Taxi is taking the high road and driving off in style—and getting a free ride of adoring press coverage in the process. Via Adland.
GENESIS: Mini's whole marketing goal is to get butts in seats for test drives, since people who drive one tend to buy one.