• by Staff Writers , September 5, 2008

Finalist - Media Plan

Lynda Richardson, media director; Sankar Patel, associate media director; Dave Pierotti, associate media director; Todd Levy, media supervisor; Nancy Jeng, media planner

The campaign to launch the third MINI built on brand recognition in a way that appealed to its target consumer: quietly and quirkily. The pre-launch and tease phase used nothing more than "ZIG. ZAG." in the familiar MINI font, but no images of the cars or even a logo. At the same time, target influencers were teased with buzz-generating viral movements. Images of the existing MINIs were added until the reveal, in which the ZUG - the Clubman - was unveiled in OOH, print (including three consecutive and interlocking New Yorker covers and a SEED magazine takeover), online and TV ads. In most instances, the ZUG execution was slightly different than the other two, emphasizing the Clubman as the odd one in the family - "the other MINI."