MINI Australia launches ‘The new MINI. The New Original’ national campaign via Ogilvy, Melbourne
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.
Says Brendon Guthrie, Ogilvy Melbourne ECD: “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. We believe this positioning will resonate with owners and people wanting to buy into the brand.”
Says Gabrielle Byfield, brand communications manager MINI Australia: “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 MINI way. 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.”
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: Brendan Hanrahan, Production Manager
Media: Vizeum
8 Comments
Errr, the line, TV, photography and art direction are all imported from Butler, Shine, Stern & Partners in the US.
And the TV is actually a sequel to a spot from the original New Mini US launch:
http://www.youtube.com/watch?v=a5HEsxi-nNk
So Ogilvy wrote a few headlines for outdoor and print, and did some digital.
Nice try at owning someone else’s work dudes. Kinda sad.
I’m sorry, but putting a dog in the front seat of a car does not constitute an idea.
Nice!
What I think happened here is the dog ate the script, so not knowing what else to do, the director just filmed the car driving around.
This leaves me cold.
Most mini drivers I see on the road are female . This is to way too gender based .
A hipster, his dog……..mmmm
‘I know, it’s a Pommy car, lets use a Bulldog and make it seem confused by the fact he doesn’t recognise the car, simple’ Yep,simple, but also rubbish. A first thought that the CD should have knocked back.
mmmm.
Cute.