MINI & Butler, Shine, Stern & Partners - "Carfun Footprint"

Agency: Butler, Shine, Stern & Partners
Client/Brand Name: MINI USA

In 2008, one in four people considering the MINI were also cross-shopping the Prius. Cultural values were clearly moving toward being more environmentally responsible, and the fun of driving was getting lost in the shuffle. The Carfun Footprint campaign proved that you don?t have to sacrifice fun in order to be green. And that MINI offers the best Carfun Footprint on the road. The campaign doubled MINI?s brand consideration among environmentally minded car shoppers and led the brand to significant sales growth during industry-wide declines.

To read the full case study, visit
http://www.effie.org/winners/showcase/2010/4153

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