An interactive dance floor modelled on the centre LED instrument of the new Mini hatch is being used to launch the vehicle, which is described as the company’s biggest model release in over ten years.
Vizeum, in partnership with VICE, have created three events where the dance floor will come to life based on guests’ movements.
Melbourne artists Darren Slyvester and design practice Eness also worked on the floor which is designed to replicate the responsiveness of the new Mini’s centre LED instrument.
Melbourne electronic duo Naysayer & Gilsun will headline the events, performing for guests from the media, tastemakers and key Mini customers. The general public can win access through a Facebook competition.
The events are supported by broadcast, digital, print and out of home campaign.
Adrian Venditti, business director at Vizeum said, “We designed this campaign to strike the perfect balance between capturing the fun and individuality of the MINI and its driver, and to create a genuine consumer connection. Whilst we recognised the need for broadcast media to bring about awareness of the all-new hatch, we’ve looked far beyond a traditional media campaign.”
“In partnering with VICE on the New Original MINI Dancefloor events, we have been able to make a true statement about MINI’s unique personality, making the new MINI an irresistible outlet of self-expression.”
Gabrielle Byfield, brand communications manager at MINI Australia, added: “We wanted to use the arrival of the all-new hatch to remind consumers of what MINI is all about – fun, excitement, energy and individualism. The idea of creating a dance floor inspired by the illuminated centre LED instrument, the heart of the all-new MINI, was exactly the edge we needed for this campaign.”
“Both Vizeum & VICE really pushed this concept to the limits to deliver what is without a doubt, one of the most interactive and engaging activations we have done in Australia for the MINI brand.”