MINI Cooper wanted to introduce their new Clubman model in an unconventional way to generate buzz in major US markets. They drove 3 MINI models in tight formations through busy urban areas displaying the words "ZIG", "ZAG", and "ZUG" referencing their campaign. Professional drivers served as brand ambassadors for MINI, showcasing the Clubman and distributing an informational booklet. This ambient marketing approach gave millions of consumers their first look at the Clubman and successfully increased brand awareness and web traffic for MINI.

1. Case Study MINI Cooper

2. Project Challenge 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 .

3. Winning Strategy 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

4. Highlights Ambient marketing Specialized Staff Training Brand Ambassadors Program Management Flyer distribution

5. Results High impact visibility of the MINIs in key markets gave millions of consumers their first look at the Clubman The 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 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/movie5.php