MINI Australia has paid tribute to the great Aussie barbecue, launching the all-new MINI 5-door hatch on Australia Day through a new tactical campaign.
“Given the all-new 5-door MINI Hatch officially launched on Australia Day, it was only fitting to celebrate in true MINI fashion. Wrapping the car like a tray of snags communicated the 5-door hatch message in a way that was both distinctly Australian and true to the MINI brand,” explained Brendon Guthrie, Executive Creative Director at Ogilvy Melbourne.
Developed by Ogilvy Melbourne, the campaign displays the new vehicle in a sealed and labelled meat tray, utilising the tagline ‘Throw another Door on the MINI’ in homage to the Australian notion of throwing another snag on the barbie. It spans digital OOH, press and social, with an extension to the campaign also running on TV, cinema and digital until March.
Gabrielle Byfield, Brand Communications Manager at MINI said that with all MINI campaigns, it was important to reflect the brand’s unique personality.
“We wanted to have a bit of fun with the Australia Day message because of our country’s great sense of humour. We want people to see the ad and look twice, not just because it’s a great looking MINI, but because the campaign proposition is not something you would expect to see,” she added.
MINI Australia is part of BMW Group Australia, which recently reappointed Ogilvy Melbourne for another three-year contract. The agency has worked with BMW Australia for more than 10 years.
Creative Agency – Ogilvy Melbourne
Executive Creative Director – Brendon Guthrie
Creative Director – Cameron Mitchell
Copywriter – AnnaTara Clark-Sneddon
Art Director – Scott Zuliani
Retoucher – Steve Simmonds
Group Account Director – Patrice Bougouin
Account Director – Candice Koffke
Account Executive – Michael Beard
Producer – Brendan Hanrahan
Media – Vizeum