In launching the Clubman, MINI had the opportunity to yet again disrupt the US market and it was critical that people understood the Clubman to be a completely new concept with distinctive design, not just a slightly bigger Cooper hardtop. The core idea of the campaign was to position the Clubman as its own breed and a very different MINI: odd, enigmatic and polarizing. A new member of an already eccentric family. With the convertible, it zagged. What do you do when you've already zigged and zagged?
Simple, you Zug. And the Clubman is definitely Zug. Zug is fringestream. Zug will try anything once. Zug makes it up as it goes. Zug is unapologetically unapologetic.
Zug is a noun, a verb and an adjective. To Zug is to be unlike others. As a result of the campaign, within three months of launching, the Clubman waitlist grew to four months long. Although sales of small cars were also growing, their growth was far outpaced by MINI. Since , winning an Effie award has become a global symbol of achievement, as the Effies honor the most significant achievement in marketing communications: ideas that work.
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