The Association of National Advertisers (ANA) presented the 2024 Driving Influence Award at the Chicago Auto Show’s Media Preview Day to MINI USA’s Big Love campaign, which was conceived and produced by creative agency RQ. The annual award is given to a manufacturer harnessing the power of influencer marketing to creatively and authentically engage automotive customers. This year’s award highlighted campaigns that emphasized reaching women, BIPOC and LGBTQIA+ consumers.
“The ANA is proud to partner with the Chicago Auto Show for a fifth year on the 2024 Driving Influence Award,” said Leah Marshall, senior director, influencer marketing at ANA. “This year’s emphasis on campaigns designed to reach women, BIPOC and LGBTQIA+ audiences authentically and creatively couldn’t be more aligned with the ANA’s values around inclusive and representative marketing.”
To celebrate Pride 2023, MINI USA, in partnership with creative brand marketing agency RQ, created an influencer-led campaign to amplify the journey of prominent LGBTQIA+ creators. With a primary focus on San Francisco and Philadelphia, MINI tasked participating creators with creating compelling content that showcased the significance that certain locations played in their lives. Beginning with a location of historical importance and ending with a modern location, the creators shared the impact these locations had on them with their social audiences.
“At MINI, we believe in celebrating individuality in all its forms. Our support of the LGBTQ+ community is rooted in the understanding that MINI Coopers aren’t just cars; they’re canvases for personal expression,” said Matthew Shukaitis, digital communications manager, MINI USA. “Each MINI on the road is as unique as the driver behind the wheel, embodying the spirit of diversity, inclusivity and the freedom to be authentically oneself.”
Past Driving Influence Award recipients include QYOU Media (Okay Hyundai), Toyota (Family Trails), Mitsubishi (Kids Talk Safety), Hyundai (Santa Fe Launch) and Honda (Drive Your Fun).
