New campaign heralds arrival of “The Other MINI”


MINI zigged when it launched the hardtop model in 2002 and zagged with the convertible in 2004. So what does MINI do when it’s already zigged and zagged? Easy, MINI zugs with the arrival of the all-new 2008 MINI Clubman five-door. That’s the core concept behind the "ZIG, ZAG, ZUG" launch campaign, via Sausalito, CA-based Butler, Shine, Stern & Partners (BSSP), that ushers in the newest addition to the MINI model line.

Teaser creative, featuring simply the words ZIG and ZAG appeared in transportation hubs and wallscape ads in NY, Chicago, San Francisco and LA on 2/1. The Other MINI. Aerial banners flew above the beaches in Miami and bus shelters, while lenticular imagery was used in Chicago and San Francisco.

The launch is also bolstered by national cable spots. In "Pinball," the MINI Clubman is positioned with its split-rear doors used as the "flippers" that prevent a pinball from going into the game’s goal. The spot, which showcases one of the car’s most unique features in an unexpected way, will run on networks such as the Discovery Channel, Comedy Central, ESPN and A&E between 2/18 and 3/2. Another spot, "Clubmanitis," which depicts a physician examining the inner ear of a young boy to find a MINI Clubman racing inside his patient’s head, is scheduled for national cable television networks TLC, Speed Channel and Spike TV during the same time period.

"The Book of ZUG" inserts will appear in March and April issues of mags including, Anthem, Fader, Paper, Paste, Automobile, Esquire, European Car, Motor Trend, SPIN and WIRED.

Additionally, the campaign will be supported by ads embedded in select video games, online banner and video ads on car enthusiast, design oriented and social networking web sites, and mobile telephone content. Dealer showroom point-of-sale materials will support MINI Clubman launch activities around the country.