Ogilvy Melbourne Launches Cheeky MINI Campaign

To launch the third generation of the new MINI – the MINI Hatch - Ogilvy Melbourne has developed a far-reaching campaign that reinforces the brand’s cheeky and different positioning.

Utilising the tagline of ‘The new MINI. The New Original’, the campaign is spearheaded by a TVC featuring ‘Spike the Bulldog’. It is supported by a massive outdoor campaign, across tram and bus stops, and large and small format billboards.  Contextual billboards also appear in iconic sites around the nation, plus consecutive placements. 

A large digital element has also been launched with 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 roll out across the coming weeks. The large ATL campaign is supported by dealer communications and CRM activity.

Credits

Client: Kai Bruesewitz, Gabrielle Byfield

Ogilvy Melbourne Creative

Brendon Guthrie

Cam Mitchell

AnnaTara Clark-Sneddon

Scott Zuliani

Ogilvy Melbourne Account Service

Alice Dwyer

Thomas Francis

One20 Production

Brendand Hanrahan, Production manager

Media: Vizeum