The new Mini Hatch launch began in the UK in November. It hit the US in February, where its fanfare – “I think it’s fair to say this is the most anticipated launch in the history of the Mini in the US,” Tom Salkowsky, head of MINI’s USA marketing – was as enthusiastic as one might expect.
And so, Spike the English Bulldog is on a world tour, having a lot of first rides in the new Mini with a lot of different endings. But in fact, it’s not Spike’s first ride in a Mini. He reinvigorated the brand in 2002 and has become a Mini icon in the UK.
And Ogilvy Melbourne is continuing the Mini tradition of unconventional and humorous forays across a range of communication channels. The Australian part of the launch is appropriately witty, including billboards making wordplays like, “Less twerk more torque” and “YOLO.” (Guess the target market.)
The campaign is built around the tagline, ‘The new MINI. The New Original. Ogilvy is supporting the TVC with a massive outdoor campaign, across tram and bus stops, and large and small format billboards. Contextual billboards also appear in highly visible sites nationally and include consecutive placements.
The digital component includes page takeovers across key Fairfax sites, as well as smaller niche sites to reach Mini’s target audience that ‘think differently’. Print executions in niche and mainstream titles will also appear incoming weeks.
The extensive ATL campaign is supported by dealer communications and CRM activity.
“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 executive creative director, Brendon Guthrie. “We believe this positioning will resonate with owners and people wanting to buy into the brand.”
Gabrielle Byfield, brand communications manager Mini Australia added, “The arrival of the all new Mini hatch represents the most significant model launch for the Mini brand since 2001. As such, our creative execution needed to be on point, impactful and something no other automotive brand could do; being fun and quirky in a typical Miniway! 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.”
Creative credits:
Ogilvy Melbourne Creative: Brendon Guthrie, Cam Mitchell, AnnaTara Clark-Sneddon, Scott Zuliani
One20 Production: Brendan Hanrahan, Production Manager
