Automotive - Vehicles

Cars, trucks, motorcycles, both brand and model advertising.

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2010 SILVER

Carfun Footprint

In 2008, one in four people considering the MINI were also cross-shopping the Prius. Cultural values were clearly moving toward being more environmentally responsible, and the fun of driving was getting lost in the shuffle. The Carfun Footprint campaign proved that you don't have to sacrifice fun in order to be green. And that MINI offers the best Carfun Footprint on the road. The campaign doubled MINI's brand consideration among environmentally minded car shoppers and led the brand to significant sales growth during industry-wide declines.

Brand: MINI
Client: MINI USA, BMW of North America, LLC.
Agency: Butler, Shine, Stern & Partners (BSSP)
Language: English

2010 SILVER

Routan Boom

How do you launch a minivan into a declining segment where the products have become commoditized? While the cultural currency of parenting is high, the most visible signaler of family - the minivan - had none. We used German engineering to give parents license to rethink a minivan. Before the Routan, minivans were the price for having families. We turned the concept on its head and made the Routan so desirable that people would have families just to get it. German-engineering made parents desire our minivan and pay a premium for it.

Brand: Volkswagen
Client: Volkswagen of America Inc.
Agency: CP+B
Language: English

2009 GOLD

Zug. The Other MINI.

By 2008, the Mini Cooper, while iconic and endearing, was becoming far less edgy, especially in cities where you might see 20 or more in a day. The launch of the Clubman model, a stretched-outversion of the sedan, was key to reinvigorating the Mini brand with trendsetters. The Clubman needed to be positioned as outside the mainstream-odd, enigmatic, even polarizing. It was given its own philosophy, called Zug, to establish it as the other Mini. During launch, the Clubman wait list grew to over four months and the Mini brand experienced 40%-plus growth.

Brand: MINI Cooper
Client: MINI USA, BMW of North America, LLC.
Agency: Butler, Shine, Stern & Partners (BSSP)
Language: English