ZUG "sponge" ball from the Mini "Zig, Zag, Zug" promotion.
Woodcliff Lake, NJ – June 8, 2009.
In recognition and in honor of marketing communications ideas that work, “Zug. The Other MINI,” the marketing campaign developed for the MINI Clubman launch, was awarded with a Gold Effie Award during the 41st annual Effie Gala held at Cipriani 42nd Street in New York last week.
“Congratulations to the entire MINI marketing team and our agency Butler, Shine, Stern & Partners for winning the Gold Effie Award in the automotive category,” said Jim McDowell, Vice President of MINI USA. “Through creative marketing and strategy the ‘Zug’ campaign effectively communicated the unique character of the MINI Clubman to the masses and helped make its launch a tremendous success.”
In launching the Clubman, MINI had the opportunity to yet again disrupt the US market and it was critical that people understood the Clubman to be a completely new concept with distinctive design, not just a slightly bigger Cooper hardtop. The core idea of the campaign was to position the Clubman as its own breed and a very different MINI: odd, enigmatic and polarizing. A new member of an already eccentric family.
The campaign theme developed from the idea that when MINI launched the Cooper hardtop, it zigged. With the convertible, it zagged. What do you do when you've already zigged and zagged? Simple, you Zug. And the Clubman is definitely Zug. Zug is fringestream. Zug will try anything once. Zug makes it up as it goes. Zug is unapologetically unapologetic. Zug is a noun, a verb and an adjective. To Zug is to be unlike others.
The MINI Clubman was launched with the Zug theme as “The Other MINI,” which was executed through outdoor, viral films, television, cinema, guerilla stunts, print and online.
As a result of the campaign, within three months of launching, the Clubman waitlist grew to four months long. MINI reached an unprecedented number of pre-orders for the Clubman, as 90% of the U.S.-bound Clubman models were special-ordered by customers. Fueled by the Clubman, MINI sales reached historic levels and during the Clubman launch (January–June 2008) MINI experienced growth of +40%, while the total industry was in severe decline. Although sales of small cars were also growing, their growth was far outpaced by MINI.
Since 1968, winning an Effie award has become a global symbol of achievement, as the Effies honor the most significant achievement in 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 marketing communication that contribute to a brand’s success. Today, Effie celebrates effectiveness worldwide with the annual World Effie Festival, the Global Effie, the EURO Effie, Effie Asia Pacific (Effie APAC) and more than 35 national Effie programs.
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