MINI Print MINI COUPE ROCKET by Butler, Shine, Stern & Partners San-Francisco

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Industry Cars
Media Print, Magazine & Newspaper
Market United States
Agency Butler, Shine, Stern & Partners San-Francisco
Creative Director Lyle Yetman, Steve Mapp
Art Director John Verrochi
Released October 2011

Credits & Description

Category: Best Use of Ambient in a Promotional Campaign
Advertiser: MINI USA
Product/Service: COUPE
Agency: BUTLER
Creative Director: Steve Mapp (Butler, Shine, Stern & Partners)
Creative Director: Lyle Yetman (Butler, Shine, Stern & Partners)
Art Director: John Verrochi (Butler, Shine, Stern & Partners)
Senior Copywriter: Chris Bull (Butler, Shine, Stern & Partners)
Print Producer: Deb Mumma (Butler, Shine, Stern & Partners)
Car Prop Production: Bad Company
Rocket Production: Atomic Props
Media placement: OOH - Streets Of New York - October 26, 2011
Media placement: Web - MINI Facebook Page - October 26, 2011

Describe the objective of the promotion.
To create buzz around the new MINI Coupe.

Describe how the promotion developed from concept to implementation.
Creating buzz for a new MINI model isn't exactly rocket science, except when it is. When the time came to introduce the new MINI Coupe to America, we took the notion of a product launch a little more literally than usual, creating a full-scale rocket to grace the streets of New York.

Explain why the method of promotion was most relevant to the product or service.
The concept was the centrepiece of the campaign but not the only space-themed idea. Other campaign elements expanded on the space theme including a street team decked out in space suits.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The results were memorable, impactful and left no one in doubt about the car’s performance.