Case StudyCase Study

MINIMINI Cooper: Cooper: ZIG. ZAG. ZIG. ZAG. ZUG.ZUG.

Agency:Agency: Butler, Shine, Stern, and Partners (BSSP Butler, Shine, Stern, and Partners (BSSP)

Execution:Execution: Attack! Attack!

Project Challenge: MINI Gets Bigger

MINI Cooper’s popular family of automobiles wanted to introduce their newest member, the ‘Clubman’, to American consumers with a non-traditional, high impact approach sure to generate relevant buzz and excitement surrounding the product.

Winning Strategy: Drive the Crowd Crazy

• Over President’s Day Weekend Attack! executed MINI’s avant-garde approach to product introduction in five major markets: New York, Los Angeles, San Francisco, Chicago, and Miami

• In each city, professional drivers drove three different MINI models in tight, single-file formations through high-impact urban locations

• The words “ZIG”, “ZAG” and “ZUG” were displayed prominently on the brightly colored vehicles, referencing MINI’s larger, multi-medium advertising campaign (First they ZIGged, then they ZAGged, now they ZUG!)

• The professional MINI drivers also served as brand ambassadors, enthusiastically communicating the MINI brand message, showcasing the Clubman to the public, and distributing the Clubman-focus book, The Book of ZUG

Results: Drove Web Traffic

• High impact visibility of the MINIs in key markets gave millions of consumers their “first look” at the Clubman

• Attack! driving teams’ routes targeted hot spots and key businesses in each market, attracting significant attention to the MINI spectacle

• Over 1,000 copies of the promotional leave behind, The Book of ZUG, were distributed alongside nearly 500 spec sheets

• Interested consumers were directed to MINI’s website for more information on the brand, increasing web traffic exponentially

CHECK OUT THE VIDEO CASE STUDY ONLINE: http://www.attackmarketing.net/attack-zigzagzug.php

Highlights

• Ambient marketing• Specialized Staff Training • Brand Ambassadors• Program Management• Flyer distribution

Photos

Miami

Los Angeles

San FranciscoNew York City

Chicago

Consumer Quotes • “Perfect sized car for the city and parking!”• "Being a grad student, the mileage works for me!“• “I can't believe how reasonably priced they are!”• “The Clubman is so stylish. Now I'll have to trade in my original!“• "Being tall, I love how I have enough leg room.“• "It doesn't look like anything else on the market."• "It looks like an adult toy! Fun!“• "I love how people accessorize it, make it their own."• "The dashboard is awesome! Laid out so cool."• "The Mini is the best car I've ever bought."

About Attack! Marketing •Attack! is a nationwide field marketing agency, partnering with other agencies to provide staffing resources, promotional support, logistics, and fulfillment focused on developing successful brand experiences

• At the core of our success is turn-key field marketing services, enabling agencies to deliver the best in field marketing, guerrilla and non-traditional marketing, and out-of-home media

•Since 2001, our award-winning team has worked with agencies to promote over 300 of the country's best brands

•Recognized within our industry for delivering the best in staffing, training, and 24-hour customer support

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