BMW MINI Adventure

In the week that the 40,000th UK MINI is due to hit the road, the little car with the big personality has been showered with awards from customers and critics alike.

J.D.Power

The J.D.Power APEAL Study (Automotive Performance, Execution and Layout) - the most respected annual new car consumer survey in the States - has placed MINI Cooper top in its Compact Car segment. J.D.Power interviewed over 117,000 new car owners and reported on their impressions, covering eight categories - exterior design, engine and transmission, comfort and convenience, ride/handling and braking, seats, heating and ventilation, cockpit and instrument panel and sound system.

The survey results reflect the launch weekend fervour for MINI in the States. MINI dealerships reported queues forming the night before the car went on sale and all 20,000 MINIs allocated to the USA from the Oxford factory were snapped up in the first few days of its availability.

D&AD

MINI has been selected by the Victoria and Albert Museum in London to feature in REWIND, an exhibition showcasing the museum’s 40th anniversary of its renowned British Design and Art Direction awards (D&AD).

The D&AD awards are judged by industry professionals and cover all aspects of international design, including television and cinema advertising, graphic design, packaging and product design. A D&AD commemorative book will be published in conjunction with REWIND featuring the 800 hottest pieces of design from the past 40 years and MINI is one of only two cars featured. The exhibition at the V&A runs from 7 November through to February next year.

It’s A MINI Adventure

On Tuesday 8 October, the ‘MINI Adventures’ marketing campaign that has seen MINI save the Earth from Martian invasion and receive a Guinness World Record for the World’s Shortest Film was presented with the top two prizes at The Chartered Institute of Marketing’s 2002 Effectiveness Awards, the UK’s most prestigious marketing awards.

‘MINI Adventures’ won Campaign of the Year as well as the CIM’s Grand Prix award where all category winners were judged against each other.

MINI has also won Gold in Marketing magazine’s Brand Design Awards held recently in London. The award was presented for the 2001 UK MINI dealer launch activity that introduced new MINI to its future sales staff, educating them in both MINI brand and product attributes.

Emma Lowndes, MINI Marketing Manager said: "It’s taken a huge effort from all the MINI team in the UK and all our agencies to develop and execute the MINI Adventures activities. Re-launching one of the UK’s most treasured brands has been a fantastic challenge. These awards, and the public reaction to the campaign, have made us grin almost as much as when we drive our MINIs!"


Published : 11/10/02 Author : Melanie Carter

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