1

The Collegiate Effie Awards Presents

The MINI USA Brand Challenge

2

3

TIP: Tap into a social sphere that MINI

USA is not utilizing and demonstrate

why they should. Be sure that your

research/testing supports your

creative and media choices.

“To be successful, social media should

drive some kind of behavior. The

question is, how do we measure that

behavior?” – MINI USA

4

5

Research will help yield insight. It

validates the idea.

6

Note: Entry material becomes the property of Effie Worldwide & MINI USA and will not be

returned. By entering your work into the competition, you grant Effie Worldwide & MINI

USA the right to reproduce or display the marketing communications material, including

the four-minute video, for education and publicity purposes.

7

TIP: Judges will expect to see any

creative/communication elements

discussed in the strategic brief on

the reel.

8

MINI BRAND & BRAND GUIDELINES

THE 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, Roadster and the new MINI Paceman (coming March 2013). There is also the MINI John Cooper Works models for real performance enthusiasts. It’s a true leader in the premium compact car segment. CORE VALUES Iconic design, exhilaration (go-kart handling), You-ification (customization), car-culture commentary (alternative point of view), community (belonging/openness), innovation. BRAND PERSONALITY Feisty, cheeky, daring, a bit of a bulldog, charismatic, worldly, expressive, optimistic

MINI Is…

THE alternative to American car culture as usual. An instigator of optimism (a positive, uplifting experience that makes people smile). A feisty way to move through an increasingly serious and uncertain world (a confident character with a unique take on life and driving).

ESSENTIALS OF MINI IDENTITY

Submissions must adhere to the following MINI USA branding guidelines. Be sure to review the MINI

Corporate Identity (CI) Guidelines for complete details. (www.effie.org/collegiate/brand/2013)

1. MINI Logo Exclusively in the original form. No other.

2. Caps All capital letters for the word mark and spelling the MINI name in text. No lower case.

3. MINI Type The brand typeface only. No substitutes.

4. Black Basically black. Restrained, luminous color accents only. No tutti-frutti.

5. Images

High-contrast and surprising. Energy, motion, provocative emotion. No bland shots.

6. Frames The characteristic design element. Focus, structure, connect, separate, be playful with the

frame game. No grid.

7. Centering of text and/or logo There is no centering of text or the MINI logo.

9

-

-

o

o

o

o

o

Note: When the Online Entry System

becomes available, a link will be

provided at www.effie.org/collegiate

10

1. Strategic Challenge, Target Audience Insight & Objectives (Questions 1a, 1b, 1c)………………………………………………………23.3%

2. Idea (Questions 2a, 2b)………………………………………………………………23.3%

3. Bringing the Idea to Life (Questions 3a, 3b)……………………………………………………………..23.3%

4. Measures of Success / Results Methodology (Question 4)…………………………………………………………………………30%

11

12

13

14

15

16

Full Name: _______________________________________ D.O.B _________

Educational Institution: _____________________________________________

Major: _________________________________________________________

Phone: ________________________________ Email: ______________________

Signature: ________________________________ Date: ________________

RELEASE & WAIVER OF LIABILITY.

In consideration of the opportunity to

participate in Collegiate Effie MINI USA BRAND

other good and valuable consideration, the

receipt and adequacy of which are hereby

acknowledged, I, __ _, hereby represent

and warrant to MINI USA (“MINI”) a division of

BMW North America, LLC and Effie Worldwide,

Inc. (“Effie”) (together, “Sponsors”), and agree

to the following terms and conditions in this

Release:

ADDITIONAL RULES. I agree that my entry

constitutes permission to use my name, likeness

and entry for advertising, publicity and other

purposes, in any and all media now or hereafter

known, without further notice or compensation to

me, except where prohibited by law. Sponsors

reserve all rights, including the right to edit,

publish, use, adapt, exploit, modify or dispose of

any entry, online, in print, film, television, or in

any other media for advertising and promotional

or other purposes without compensation,

notification, or review by me, except as prohibited

by law.

I agree to return upon demand to Sponsors any

award which may be awarded to me if any

statement made by me in this Release is false. In

addition, I hereby indemnify Sponsors for any costs

in Sponsors’ recovery of such award.

REPRESENTATIONS. I represent and warrant to

MINI and Effie that: (a) any print, recorded,

photographic, or electronic materials, or works of

art (the “Materials”) created and supplied by me

for the purposes of the Competition will be an

original work (except for material in the public

domain or supplied by MINI) and will not infringe

upon the trademark, copyright, or any other right

or interest of any third party, including rights of

privacy or publicity; (b) all applicable federal, state,

and local laws, rules and regulations have been

complied with; (c) I am free and have the full

right to enter into this agreement and to perform

all of my obligations hereunder; and (d) neither I

nor any of the persons working on my team will

grant, or have previously granted, any rights to

the Materials to any other person or firm.

ASSIGNMENT AND RELEASE OF CREATIVE

RIGHTS. I acknowledge and agree that all of the

Materials created by me or my team for the

purposes of the Competition, including other copies

thereof, shall become and remain the property of

MINI and I hereby irrevocably assign, without

additional consideration to me, all of my right, title

and interest in the Materials to MINI in perpetuity

throughout the universe. MINI will own all right,

title and interest in the Materials, including without

limitation all versions of all print, recorded, and

electronic works or material or property produced,

developed, or fabricated for use in the Competition,

without additional consideration to me, and I agree

to execute any documents necessary to perfect the

transfer of that title. I further acknowledge and

agree that MINI’s rights in the Materials shall

include, but not be limited to: (a) the unrestricted

and exclusive reproduction rights throughout the

world, without name credit, for advertising, trade,

or art purposes or any other lawful purpose; (b)

the exclusive right throughout the world to protect

the Materials by copyrights, in MINI’s name and

for its benefit, including the right to secure

extensions and renewals of such copyrights, in

MINI’s name and for MINI’s benefit; (c) the right

to alter, retouch or crop the Materials in any way;

transfer any right, title, interest or copyright in the

Materials or otherwise dispose of the Materials or

any portion thereof for any purpose and in any

manner; and (e) all subsidiary rights.

RELEASE AND INDEMNITY. I agree, on behalf of

myself and my heirs, executors, administrators

and assigns, to release, indemnify and hold

harmless MINI, Effie and their respective parents,

promotion agencies, and their respective

successors and assigns, and all others associated

with the development and execution of the

Competition, and the respective officers, directors,

shareholders, agency employees of the foregoing

(collectively, the “Released Parties”), from any and

all claims, whether in law or in equity, damages,

causes of action and costs (including without

limitation attorney fees), arising from or in

connection with: (a) any and all liability with

respect to or in any way arising from my

participation in the Competition or acceptance or

use of any award; (b) the use of the Materials in

any manner by MINI; (c) any breach or alleged

breach of any of my representations or warranties

hereunder; and (d) my negligent acts or omissions

or willful misconduct in connection with the

Competition.

I give this Release and grant these waivers

contained in it knowingly and intelligently with the

full understanding of its contents and effect. I

understand that I will not be allowed to participate

in the Competition without satisfactorily completing

and signing all sections of this Release. I

acknowledge the receipt of good and valuable

consideration for the Release and other grants and

agreements made herein, and understand that the

Released Parties are relying on them in proceeding

with the administration and fulfillment of the

Competition and/or programs and elements thereof

as authorized above. I agree that no oral

representations, statements or inducements apart

from the foregoing have been made.

I UNDERSTAND THAT THIS IS AN IMPORTANT LEGAL DOCUMENT. I HAVE READ THIS

DOCUMENT AND I UNDERSTAND ITS CONTENTS AND I VOLUNTARILY SIGN THIS RELEASE AND

WAIVER OF LIABILITY.

____________________________________ _______________ Participant Signature

Date

____________________________________ ________________ Participant Name (print) Participant D.O.B

City, State and Zip

____________________________________

____________________________________ _________________________ Print Name of Witness Signature of Witness

Address,

Challenge (the “Competition”) and for (including without limitation attorney fees) incurred (d) the right to license, distribute, assign or

ELIGIBILITY. I am a legal resident of the United affiliates, subsidiaries, vendors, advertising and

States, and have the right to contract in my own

name. I am not an employee or immediate family

member living in the same household of an

employee of (1) MINI (or its parent company or

any of its affiliates or subsidiaries), (2) Effie, (3)

any automotive company, or (4) MINI’s

advertising and promotion agencies. I understand

that this Competition is void where prohibited and

subject to all applicable federal, state and local

laws, rules and regulations as well as the official

Competition rules supplied to me by Sponsors. I

understand that MINI will report the value of any

award to the IRS as required by law and that all

taxes are sole responsibility of any winner. Awards

are nontransferable, not substitutable or

redeemable for anything other than the cash

award, except at the sole discretion of the

Sponsors.