Objective:

• Launch MINI and establish it as an Icon in the U.S. by promoting it as an alternative culture of driving called "motoring"

Target Audience:

• All athletes
  
• Excuse-prone athletes 18 - 24

How Magazines Were Used:

• Print innovations including branding tie-ins and content inserts leveraging the magazine environment.

Results:

• A huge demand has been generated for the car, with demand exceeding supply and waiting lists at dealers throughout the U.S.

Industry Awards:

• ADWEEK Media Plan of the Year Finalist
• MPA Kelly Award Grand Prize Winner

Other Recognition:

Comments: