MINI Pulls Defy Labels Campaign (#DefyLabels)

MINI Pulls Defy Labels Campaign (#DefyLabels)
It was this time last year when we first met “Defy Labels”. The campaign by MINIUSA was a highlight in their marketing. Featuring celebrities, athletes, MINI owners and more, the minds at MINI and Butler, Shine, Stern & Partners (MINIUSA’s creative agency) put together an impressive package of materials ahead of Super Bowl 50. Defy Labels – Super Bowl Round one... Read More

Final Round – MINIUSA – Defy Labels Contest

Final Round – MINIUSA – Defy Labels Contest
The final round of voting has begun for the MINI USA Defy Labels Contest. The four finalists were chosen by judges from the 16-semi finalists based on the following criteria: originality/have chosen an unexpected path in life – 50%; perceived contribution to the community in an unexpected way – 30%; reputation/seen as creative, aspirational, etc. – 20%. Each of the four... Read More

“Chick Car” Success

“Chick Car” Success
Recently, at the Association of National Advertisers – Brand Activation Conference MINI USA’s Lee Nadler discussed the success of their recent “Defy Labels” campaign. With more than 20 pieces of advertising material, the brand’s mission was to get people to think differently about MINI its newest offering, the redesigned Clubman. As mentioned on chiefmarketer.com, the program brought overwhelming increases in social media mentions, and the... Read More