MINI pays tribute to the Australian barbecue in a new tactical campaign via Ogilvy, Melbourne

MINI Australia has paid tribute to the great Aussie barbecue, launching the all-new MINI 5-door hatch on Australia Day through a fun and cheeky tactical campaign 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.

Says Brendon Guthrie, ECD, Ogilvy Melbourne: “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.”

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MINI’s brand communications manager, Gabrielle Byfield said with all MINI campaigns, it was important to reflect the brand’s unique personality.

Says Byfield: “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.”

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

Media – Vizeum