A new integrated TV, digital and outdoor partnership has been revealed for the launch of Mini’s new compact SUV model, the Mini Paceman.
Out-of-home advertising features artists’ interpretations of ‘Paceman: a new slant on things’ in a series of four executions, with supporting TV and digital to be rolled out in the coming months.
Vizeum and Badjar Ogilvy worked together to develop the campaign.
Four short films featuring the artists’ creative approaches to the project will be screened on Studio (Foxtel’s arts and entertainment channel) and other STV channels.
Gabrielle Byfield, brand communications manager at Mini, said: “Paceman is a unique product that required a very different marketing approach. 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 have done with our brand before.”
Lisa Vercoe, business director at Vizeum Melbourne, added: “This campaign is about establishing credibility with a pretty unique customer set. Mini allowed us the creative freedom to develop assets and we have really enjoyed taking such a distinctive approach in the automotive market.”
Client: Mini; brand communications manager: Gabrielle Byfield; agency: Vizeum and Badjar Ogilvy; Vizeum business director: Lisa Vercoe; Vizeum digital director: Davor Vilusic; Badjar Ogilvy group account director: Nathan Dixon; media: Ignite Media Brands; director: Dan Sharp; executive producer: Luke McKelvey; producer/editor: Dan Sharp; DOP: Dominic Flanagan; artists: Kyle Hughes Odgers, Gillie & Marc, Brad Eastman, Hiroyasu Tsuri