Following the success of the #MINIRAY29K campaign and the launch of the MINI Ray model in Australia, MINI has partnered with one of Australia’s most innovative media companies, Junkee Media to launch its Bright Rays campaign.
The socially-led campaign was designed by Junkee Media’s content agency Junkee Studio to celebrate the rise of young entrepreneurs in Australia by sharing the stories of four leading Australian fashion and design creative entrepreneurs in a series of sharable, digital videos.
The content will be rolled out throughout September and October to inspire millennials to enter the MINI Australia BRIGHT RAYS Competition.
Entrants will be required to advise what they would do with the $29,000 Bright Rays Grant on the MINI Australia microsite. From there, six finalists will be required to create a 30-60 second video and the most creative entrant chosen by MINI Australia will receive a $29K business grant, a MINI Ray for 12 months and a mentoring session with an established creative entrepreneur, awarded at an exclusive event in November.
To inspire entrants, Junkee Studio has acquired the support of design duo Koskela, the fashion entrepreneur Mel Tan from Joy Hysteric, cake queen Katherine Sabbath, and artist and accessories brand Tiff Manuell. Each Mentor was selected by Junkeetudio and MINI Australia, recognised not only as leaders in their artistry, but in business too.
The four BRIGHT RAYS Mentors will star in a series of Daily Ray videos, sharing an exclusive insight into their lives, where they will share business tips, where they look for inspiration, and how they stay motivated.
The content will be rolled out on Facebook and Instagram across the competition period 19/09/2016 – 16/10/2016.
“The Bright Rays campaign allows us to engage with millennials on a platform they resonate and engage with every day. We wanted to identify new and stimulating ways to communicate to a younger market whilst staying true to the MINI brand. MINI believes the Bright Rays campaign will allow some of Australia’s brightest creative talent to shine. We’re looking for innovation, vibrant passion and an original creative vision,” said Gabrielle Byfield, national marketing manager MINI.
Following the announcement of the 29K Business Grant, MINI will follow the journey of the winner, fostering and nurturing their talent whilst producing sharable content with Junkee Media. The campaign will be amplified through Junkee Media’s millennial focused title Junkee, which has a social reach of over five million people every week.
“The MINI Bright Rays campaign was conceived through insights of the target audience, key influencers and the MINI brand. Authenticity is at the heart, and MINI is a brand that has a clear vision and supporting creative pursuits and industries. We are extremely excited to work with MINI and Vizeum on this campaign.” said Josh Rich, general manager of Junkee Studio.
MINI Australia is passionate about supporting and nurturing young creatives and entrepreneurs that thrive off innovation, a philosophy that will ultimately influence future MINI inventors. Entrants can apply via the MINI micro-site from Monday 19th September until Sunday 16th October, 2016.