To announce the launch of the new Mini – the Mini Hatch – the car company has unveiled an outdoor campaign in Australia with Ogilvy Melbourne.
The campaign will run across tram and bus stops, with large and small format billboards. It will also be supported by a TVC.
“This campaign is not just about launching Mini’s incredible new hatch, but also reinforcing its brand position which is a little bit cheeky, and quite different to any other car out there on the market,” explained Ogilvy Melbourne’s ECD, Brendon Guthrie. “We believe this positioning will resonate with owners and people wanting to buy into the brand.”Contextual billboards also appear in iconic sites around Australia, plus consecutive placements.
Gabrielle Byfield, brand communications manager for Mini Australia, said: “Our creative execution needed to be on point, impactful and something no other automotive brand could do; being fun and quirky in a typical Mini way. Ogilvy’s creative has delivered on all facets of the brief and we are incredibly pleased with the campaign that has been delivered to market.”Media planning for the campaign was handled by Vizeum.
