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Mini Cooper Strategy

MINI Cooper, Germany

CHALLENGE:
While at Bulter, Shine we were tasked with evolving the already progressive nature and cutting edge ideas that define the MINI Cooper Brand.

THE SOLUTION:
Develop a brand initiative based on aligning the brand with the future of car culture. We crafted ethnography style research with high profile, bleeding edge experts to understand the future of transportation. First we embarked on an extensive six week cross country tour to conduct in-depth expert interviews on how the transportation industry was developing and evolving at the time. We gathered and distilled insights and created internal documentary style films that provided MINI and our creative team with a look into the future of transportation.

RESULT:
The insights derived from this research resulted in taking home the bronze 2010 Jay Chiat Planning Award  for Strategic Excellence. This research was the foundation for the 2008/2009 communications platform driving creative development for MINI. A strategy that led to the development of MINI’s Car-fun Footprint campaign. (LINK)

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