BMW aims to get Australians into a Mini Maria Ligerakis
BMW Group Australia has embarked on the second phase of its cheeky campaign for the new Mini Cooper vehicle, already launched in the UK but not yet available in Australia.
The campaign, through Melbourne agency Badjar, reflects the look and style being used to promote Mini globally and is aimed at driving traffic to the Web site.
Badjar CD Barry Robinson said creating “just the right amount of interest” in the Mini was a juggling act.
We didn’t want to create too much interest early on. The long lead time between car launch and car availability meant Australia needed its own campaign,” he said.
Mini national manager Shawn Ticehurst said: “In Australia, it’ll be another few months before people will be able to even touch a Mini and into 2002 before they can buy one.”
The campaign includes outdoor, transit and press ads and uses cheeky lines like “You wouldn’t sit like that in a Mini”, “Would the person beside you look good in a Mini?”, “Leave my cap on”, and “See me in no gear at all”.
