AUtomotive, ProdUCts & serviCes
siLver Winner
AUtomotive — vehiCLes
GoLd Winner
Carfax
mini Cooper
CArfAx
Scott Fredericks
Larry Gamache
Philip Moore
VP of Mktg.
Comm. Dir.
Dir. of Insights
ZimmermAn AdvertisinG
Zevin Auerbach Exec. Creative Dir.
Frank Trani Copywriter
Steve Park Art Dir.
Chad Garcia Editor
Mike Devine Acct. Dir.
Shane Cimock Sr. Acct. Exec.
Richard Nez Producer
Go fiLm
mini UsA/Bm W of north AmeriCA, LLC.
Kate Alini Mktg. Comm. Mgr., MINI USA
Trudy Hardy Mktg. Mgr., MINI USA
Jim McDowell VP, MINI USA
BUtLer, shine, stern And PArtners
Lyle Yetman Creative Dir.
Steve Mapp Creative Dir.
Alex Rice Sr. Art Dir.
Aimee Lehto Sr. Writer
Peter Koop Dir. of Editorial
Lori Pisani Acct. Dir.
Traci Hill Lupo Assoc. Strategy Dir.
sho W me the CArfAx
The fear and anxiety that typified the used car shopping experience has been assuaged. Now consumers, armed with just four
little words are immune to the well-honed manipulations of a disreputable used car salesman. Saying "Show Me The Carfax" gave
people the power to protect themselves, their money and their
families from getting stuck with an unreliable or unsafe vehicle.
And it didn't cost them a thing. All they had to do was ask for it.
And they did, and they continue to do so in increasing numbers.
mini vs PorsChe ChALLenGe
In 2010, MINI was faced with a dramatically repressed market and
no new product news. Our task was to create a campaign that
would drive deep engagement around the strategy that MINI was
a feisty way to move through an increasingly serious world. The
idea to challenge an icon of seriousness, Porsche, to a race was
born. In a quick two-week blitz, fueled mostly by earned media,
the MINI vs. Porsche campaign achieved 3. 3 million press mentions
and a 3000% increase in Facebook participation.
