WOODCLIFF LAKE, N.J., June 12 /PRNewswire/ -- MINI USA's "Covert" automotive marketing campaign, created by Butler Shine Stern & Partners, received top honors in the automotive category at the 39th Annual Effie Awards at New York's Metropolitan Pavilion on June 8th. Honoring the most significant achievement in the business of marketing communications-ideas that work-the Effie Awards are internationally considered the preeminent award in the advertising industry.
"We are thrilled that MINI and our Covert campaign has been honored as a 2007 Gold Effie Award winner," said Jim McDowell, Vice President of MINI USA. "At MINI, we relish unconventional thinking and continually seek creative, innovative ideas like Covert to deliver the spirit and imagination of the MINI brand to consumers. MINI is more than just a brand-it's an experience, it's a lifestyle, it's a state-of-mind-and MINI's enthusiastic owner community is a real reflection of that."
"The big idea was to leverage the true amabassadors of the MINI brand - our owner base. We want to continually surprise them with communications that are specifically tailored to them. Whoever said 'I wouldn't ever want to belong to any club who would have me,' never owned a MINI," said John Butler, Executive Creative Director and Founding Partner at Butler Shine Stern & Partners, MINI USA's ad agency.
Designed to create buzz, deepen engagement and increase driving participation, MINI's Covert campaign targeted existing MINI customers with encrypted communications that could only be decoded by MINI owners with spy- like tools. Results of the campaign included a 75 percent increase in buzz and a 21 percent increase in engagement. Driving participation also increased-in August 2006 more than 3,500 MINI owners joined for the first-ever MINI Takes the States coast-to-coast road rally held to celebrate MINI's vibrant owner community.
About the Effie Awards
The Effie Awards honor the most significant achievement in the business of marketing communications: ideas that work. Known by advertisers and agencies globally as the pre-eminent award in the industry, the Effies recognize any and all forms of consumer engagement that contribute to a brand's success. Any marketing medium is eligible for an Effie, as long as results are proven, including Print, TV, Radio, Outdoor, Internet, Guerrilla, Digital, Package Design, Events, Street Teams, PR, Paid or Unpaid Media. For more details, visit http://www.effie.org/. The 2007 Effies are sponsored by Yahoo, Millward Brown, Best Buy, Bloomberg, Reuters, Wall Street Journal, Catalina Marketing, CEMUSA, Discovery Networks, Advertising Age and Sappi.
MINI in the US
MINI is an independent brand of the BMW Group. In the United States, MINI USA operates as a business unit of BMW of North America, LLC which has been present in the United States since 1975. Rolls-Royce Motor Cars NA, LLC began distributing vehicles in 2003. The BMW Group in the United States has grown to include marketing, sales, and financial service organizations for the BMW brand, the MINI brand, and the Rolls-Royce brand of Motor Cars; DesignworksUSA, an industrial design firm in California; a technology office in Silicon Valley and various other operations throughout the country. BMW Manufacturing Co., LLC in South Carolina is part of BMW Group's global manufacturing network and is the exclusive manufacturing plant for all Z4 models and X5 Sports Activity Vehicles. The BMW Group sales organization is represented in the U.S. through networks of 338 BMW passenger car centers, 335 BMW Sports Activity Vehicle centers, 142 BMW motorcycle retailers, 82 MINI passenger car dealers, and 30 Rolls-Royce Motor Car dealers. BMW (US) Holding Corp., the BMW Group's sales headquarters for North, Central and South America, is located in Woodcliff Lake, New Jersey.
Information about BMW Group products is available to consumers via the Internet at:
http://www.bmwgroupna.com/ http://www.bmwusa.com/ http://www.bmwmotorradusa.com/ http://www.miniusa.com/ http://www.rolls-roycemotorcars.com/
CONTACT: Kris Sharbaugh of Rubenstein Communications, +1-212-843-8022, ksharbaugh@rubenstein.com, for MINI USA
Web site: http://www.bmwgroupna.com/ http://www.bmwusa.com/ http://www.bmwmotorradusa.com/ http://www.miniusa.com/ http://www.rolls-roycemotorcars.com/ http://www.effie.org/
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