Mini Cooper: Retro Webisodes

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For Mini Cooper, the question was how to promote a 2007 model that has few improvements on the outside and major upgrades on the inside.

“Television and print ads do a better job of showing the exterior of a vehicle than they do explaining less obvious interior upgrades, such as a start button, and performance features [like] fuel efficiency and improved handling,” says Hardy.

The client and its agency, Sausalito, Calif.-based Butler, Shine, Stern & Partners, also wanted more time and space than is available in traditional ads to show the upgrades in an entertaining way and to develop memorable characters.



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