Section: Marketing

Video: New TV Spot for Countryman as IIHS Safety Pick

MotoringFile Sections: Best of the Web, Marketing, Video Oct 23rd, 2013 6 Comments

When it comes to cars and safety, there’s the stats and there’s how a car makes you feel. Small cars like the MINI always struggle to be thought of as “safe” when so many bigger, heavier vehicles roam the streets. Yet even the first generation MINI had a four star crash rating. The current Hardtop Hatch and its variants have five star ratings and recently the Countryman was named an IIHS Safety Pick for 2013. To raise awareness, MINI USA has put together a TV spot focused on “feeling secure in a MINI Countryman.” Watch it all the way through to the payoff. It’s worth it.

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Video: Not Your Normal Test Drive

MotoringFile Sections: Marketing, Video Sep 14th, 2013 5 Comments

One place a MINI can really shine is a properly set up autocross course. In this video from MINI, a whole gaggle of folks take their turn MINIs and do battle with the cones. Looks like fun.

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Video: MINI Art Beat Puts Video on a Countryman in London

MotoringFile Sections: Marketing, Video Aug 8th, 2013 No Comments

MINI has always done a great job marketing their cars out in the world. That is, in what’s known as “environmental” advertising. From billboards, to PR stunts, to a Countyrman in a snow globe, or a Coupe ready to be shot into space, to creative placements of cars and advertisements, the creative minds at MINI’s ad firms seem to never run out of fun stuff to do with MINI’s brand out in the world.

The latest, from agency KKLD, is shown in the video above. It’s a Countryman covered in LEDs that shows video and graphics sent in by participants over the web. The car is then driven about in London for all to see. Want to get involved? Want your face on a MINI tearing through London? Click through for the how. continued →

Move Over Weiner, MINI Uses Fake Twitter Account to “Sext”

MotoringFile Sections: Best of the Web, Marketing Jul 30th, 2013 2 Comments


Every year, there’s no shortage of stories about brands who try to ride the waterfall’s edge of being in touch with current events, only to cascade over the brink into disaster. By now most brand social media teams have learned that natural disasters, national emergencies and personal tragedies are off limits. What’s that leave then? Politicians and their improprieties, of course.

In the wake of NYC Mayoral candidate (and all-time most ironic surname holder) Anthony Weiner finding himself yet again in political hot water over “sexting” — MINI took a chance and had a little fun at his expense. Using a Twitter account set up just for this stunt, MINI sent out a “revealing” photo of a MINI, complete with suggestive banter.

What do you guys think? Funny, or in poor taste?

Via: Autoblog

Video: Behind the “Not Normal” Campaign

MotoringFile Sections: Marketing, Video Jul 11th, 2013 2 Comments

MINI Not Normal Ad Campaign

With MINI USA’s agency of record, BSSP, now running the worldwide MINI brand, the latest campaign is the “Not Normal” series of ads. We’ve covered these as they’ve come across our radar, but here’s a behind-the-scenes look at how two of these spots got created.

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VIdeos: MINI Extends Global “Not Normal” Campaign

MotoringFile Sections: Marketing, Official News, Video Jun 18th, 2013 5 Comments

MINI Not Normal Ad Campaign

Official Release: The new MINI brand campaign got underway in June under the already established “NOT NORMAL” claim. The global campaign conveys the brand’s individual, high-energy attitude to life and highlights the strong emotional and personal connection between driver and MINI. “NOT NORMAL” focuses on MINI’s strong, independent character. The campaign, which integrates the full range of MINI products, will be rolled out worldwide through all communication channels. continued →

Video: MINI Safety Campaign Literally Explodes in Women’s Faces

MotoringFile Sections: Marketing, Safety, Video Jun 10th, 2013 No Comments

MINI Makeup Campaign

Distracted driving is one of the most significant safety issues facing modern drivers today. From taking phone calls, to texting, to browsing the web, doing other things while we drive is a constant hazard to those around us. Yet forgetting about the morality of being a safe driver, think of all the damage you’d do to your favorite MINI if you’re not paying attention.

Apparently, there’s a significant issue in Mexico of women applying makeup while they drive and getting into accidents. So the clever kids over at MINI Mexico decided to put together an environmental campaign targeting that particular group. No one wants an airbag going off in their face while they put on makeup, now do they?

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