Welcome to the Collegiate Effie Brand Challenge.

WELCOME TO THE COLLEGIATE EFFIE BRAND CHALLENGE.


MINI USA BRAND CHALLENGE OVERVIEW.


MINI BRAND.
Since its 2002 US debut, MINI has earned a strong following of loyal customers and motoring enthusiasts and established itself as a surprisingly affordable “fun-to-drive” brand with an undeniably cheeky personality. MINI offers consumers go-kart handling for unparalleled motoring exhilaration, excellent fuel efficiency and value, an incredible amount of customizable options, and iconic design. As the MINI owner community has continued to grow, so has the product portfolio which now offers a selection of six vehicles including the Hardtop, Clubman, Convertible, Countryman, Coupe and the brand new Roadster (arriving in February of 2012). There is also the MINI John Cooper Works models for real performance enthusiasts. It’s a true leader in the premium compact car segment.

THE CHALLENGE.
For the 2012 Collegiate Effie Awards competition, your challenge is to create an integrated, multichannel marketing campaign that increases brand awareness and consideration among 18 to 24 year olds of the entire MINI portfolio. Solutions to this challenge should:
  • Clearly articulate media consumption habits of the 18-24 target audience.

  • Identify the most effective communication tools for reaching this audience.

  • Identify relevant brand product attributes that would entice the target audience.

  • Determine if the entire MINI portfolio of models will appeal to this audience, or if only one or two particular models resonate.

  • Demonstrate a product messaging strategy that is most relevant in capturing the target audience’s interests.

  • Consist of creative executions and media recommendations that embrace the spirit and essence of the MINI brand.

PRIZES FOR TOP FINALISTS.


  • First Place: $2,000

  • Runner Up: $1,000

  • Honorable Mention(s): $500 (Up to three awards)

  • Honorable Mentions are awarded at the sole discretion of MINI USA. All prizes are per team.

WHAT YOU NEED TO ENTER.


You will need to download all the necessary materials below to complete your brand challenge submission. In order to participate, you must be at least 18 years of age and enrolled full/part-time at an accredited U.S. educational institution.

In the upcoming weeks, you will have access to the Collegiate Effie Awards Online Entry Area, via the link below, to submit your entry.


ENTRY MATERIALS AND ONLINE ENTRY AREA


2012 BRAND CHALLENGE – ENTRY KIT

2012 BRAND CHALLENGE – ENTRY FORM

2012 CONTACT ELIGIBILITY & DECLARATION FORM

2012 RELEASE & WAIVER of LIABILITY

COLLEGIATE EFFIE ONLINE ENTRY AREA


MINI ASSETS


Brand Challenge Entry Kit. Collegiate Effie & MINI USA have made it easier for brand challengers to access all of the creative assets and branding guidelines in one place via the MINI USA Portal.Please utilize the credentials below for access vehicle images, fonts, and MINI USA’s official logo. Essentials of MINI identity are described on p.7 of the entry kit


Username: miniimages
Password: M@Nym1n1s


MINI USA PORTAL

MINI USA REGIONAL DEALERS

MSRP can be found at www.MINIUSA.com

QUESTIONS

Please contact Nisha Stephen at nstephen@effie.org /212.687.3280, ext. 240.


DEADLINE TO ENTER: APRIL 5, 2012