The award-winning capabilities of the new MINI have recently been emulated by the MINI marketing and corporate communications teams in their respective annual industry award ceremonies.
The MINI marketing team swept the boards at the Marketing Week/Chartered Institute of Marketing Awards and the Media Week Awards, whilst the MINI corporate communications team were popping the champagne corks at the Institute of Public Relations Awards and last week’s PR Week Awards.
Other communications awards have been presented to MINI in 2002 for on-line activities, direct mail, MINI events, product design, the dealer launch and the advertising campaign. Agencies that have contributed to, or won awards, include Bulletin International, Carat, EHS Brann, EMO, emr, Evolve, Groop, MAUK, Pinewood, TRO, WCRS and Zenith Interactive Services.
Trevor Houghton-Berry, MINI UK’s general manager said: "Launching MINI has genuinely been a balance of brains and brawn, perspiration and inspiration. Receiving these industry gongs is a great reward for everyone involved, including our MINI agencies and all those people at Plant Oxford and the head office working ‘behind-the-scenes’. I’m proud to say that now it’s not a question of how many people can you fit in a MINI, but how many awards can you fit in a MINI trophy cabinet!"
Marketing Week/Chartered Institute of Marketing Awards
The marketing industry’s annual awards recognise marketing effectiveness and were presented in October. MINI Adventures won ‘Campaign of the Year’ beating Microsoft and Waitrose amongst others, with the judges commenting that, "Brand communication for MINI set it apart from the competition – giving it unique style and personality."
MINI went on to win the ‘Grand Prix’, judged between all 17 category winners, including Ryanair, Burberry, The Observer and Dyson. The judges stated that, "MINI has had the same impact as the original – a testament to MINI’s marketing."
Media Week Awards
The media industry’s annual awards recognise media excellence and were held on 23 October. 15 categories were presented and MINI Adventures won ‘Best Use of Media’ against Levi’s, Johnnie Walker and Channel 4. The judges said: "This campaign was one of the most distinctive and memorable of the last 12 months. It achieved amazing business results on a relatively small budget within its sector and the way channels were used helped to build a distinctive personality for the brand."
Again, MINI went on to claim the ‘Grand Prix’ against all category winners, with the judges stating that, "This award is intended to reward activity that has genuinely set a new standard in communication thinking. Media thinking sat at the very core of this campaign and dovetailed seamlessly with mould breaking creative to achieve an effect that its competitors will envy. This campaign is a great advertisement for integrated thinking."
Institute of Public Relations Excellence Awards
July’s IPR Excellence Awards illustrate the best of the public relations industry and the MINI corporate communications won ‘Best In-House Public Relations Team in the Commercial Sector’ category, beating off competition from the likes of Sainsbury’s and Yorkshire Water.
The judges said: "Although the launch of the new MINI was much anticipated, there was plenty of room for negative comment and failure to live up to expectations compared to the cult status of the MINI in its heyday. However, a UK PR launch strategy based on demonstrating the MINI’s appeal to all demographic groups by targeting lifestyle magazines, tabloids and the broadcast media, not just motoring press, paid off in handsome sales pre-advertising."
PR Week Awards
The awards were presented on Wednesday 30 October and judged by media professionals including the Media Director for Greenpeace, Head of PR at the Bank of England and Sky News’ Business Editor. MINI’s PR activities were recognised as ‘Best Promotional Activity,’ with the judges stating that, "This was a jewel of an idea. Real creativity, real results – their creativity should be commended."
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