MINI Wins Gold at Media Innovation Awards 2003

MINI Canada was awarded gold at the 2003 Media Innovation Awards last Wednesday night in Toronto. The judging committee of senior planners, buyers, sellers and clients responsible for media spending in Canada recognized MINI Canada’s “MINI in a Cage” as the best example of “Out of Home” advertising in the country.

The Media Innovation Awards (MIAs) is Canada’s premiere awards show recognizing excellence in the planning and buying of media in the marketing/advertising sector. The “Out of Home” category is classified as advertising using the mediums of billboards, bulletin boards, backlight posters, mall posters, junior posters, bus and streetcar shelter posters, airports, subway stations and wall murals.

Gaggi Media Communications and Taxi Advertising and Design, both of Toronto, conceived the idea of “MINI in a Cage” when asked by MINI Canada to develop a new form of media placement that would target attendees of the Toronto and Vancouver autoshows and Formula One week in Montreal. “MINI in a Cage” was strategically placed in high volume traffic areas, such as Front Street in downtown Toronto.

The concept of “MINI in a Cage” has since gone international. The caged MINI was on display at the Frankfurt Motorshow. MINI divisions in the United Arab Emirates and
South Africa have also adapted the concept.

MINI Canada’s gold award at the Media Innovation Awards further complements MINI’s title of “2003 North American Car of the Year” and “Top Automotive Client” named
by Strategy magazine for the company’s innovative approach to producing a distinctive, compelling and sustainable brand campaign