Mini will be launching a series of short-form documentaries which will be screened on Foxtel’s Studio channel. The branded entertainment campaign coincides with the launch of the brand’s Mini Paceman, a new compact SUV model.
The campaign was created by Vizeum and Badjar Ogilvy. It will feature billboards, containing artists’ interpretations of the Paceman campaign and it will also be supported by television and digital campaigns.
“Paceman is a unique product that required a very different marketing approach,” explained Gabrielle Byfield, the Communications Manager of Mini. “We were impressed with Vizeum’s understanding of the target consumer, and the way that Vizeum and Ogilvy worked together to create a campaign that is unlike anything we’ve done with our brand before.”
According to sources, the branded entertainment campaign marks the first phase of the Australian launch of the Mini Paceman.