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MINI Cooper's Clubman Launch

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project challenge

MINI Cooper's partnering agency was looking for a way to Introduce the 'Clubman' to American consumers with a non-traditional, high impact approach sure to generate relevant buzz and excitement surrounding the vehicle.

winning strategy

In five major markets professional drivers drove three different MINI models in tight, single-file formations through high-impact urban locations. 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.


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