Artists unlock a new perspective for MINI Paceman launch via Ignite Media Brands

An integrated TV, digital and outdoor campaign has launched for the debut of MINI’s compact SUV, the MINI Paceman.

The MINI Paceman Art Series was developed by the Ignite Brand Strategy and Creative team, in partnership with Vizeum. This is one part of the launch phase of a bigger Paceman campaign orchestrated by Vizeum.

The unique content series sees five different artists interpret the ‘Paceman’ in four original pieces. Each week, a new artwork will be featured on a 15 metre outdoor billboard on George Street, Sydney. Simultaneously, a 2 minute MINI-Film profiling each artist and the creation of their work will play on-air and online.

VIEW THE FIRST MINI FILM

The Paceman strategy, developed by Vizeum and Badjar Ogilvy, aims to position the car amongst a discerning, style-conscious audience.

The MINI Art Series will engage this hard to reach audience through credible and inspiring content. To ensure credibility, Ignite engaged five artists, each with their own strong digital following among the target audience.

Says Fleur Steinberg, Head of Strategy for Ignite Media Brands: “For this to work we knew it needed to be authentic and open. Working with a group of amazing contemporary artists has been inspiring and the results are clear in the content; it’s visually beautiful and engaging”.

Each of the four MINI-Films will premiere on Foxtel’s STUDIO channel, before playing out across other Ignite STV channels and online at minipaceman.com.au.

Says Executive Producer Luke McKelvey: “It was really interesting to see the artists connect with the personality of the MINI brand. Each artist offered such a different interpretation, so we wanted to tell the story behind each piece, rather than just a time lapse of the art being created. Their unique insights provide a compelling narrative for each of the MINI-Films.”

In addition, social media is playing a key role in amplifying this content to existing and new fans of the MINI brand.

This execution is the first phase in the launch of MINI Paceman which will continue throughout the year with unique media and experiential executions.

Client: MINI Paceman

Groups Sale Manager, Ignite: Shane Brown