MINI Australia has partnered with Dentsu Aegis Network to mark its 60th year in fitting style with a unique OOH campaign.

The collaboration between MINI, Posterscope, Vizeum and QMS builds on the passion and pride of the MINI community by recognising their support and inviting them to help celebrate the milestone.

The 60 Year Anniversary campaign has been inspired by the 75 per cent of new MINI owners who choose to name and personalise their car via the MINI new-owner welcome process.

Utilising number plate recognition technology, the dynamic digital OOH execution delivers bespoke messages tailored for each MINI driver as they pass a landmark Melbourne billboard location.

 Vizeum Australia Verity Goold client leader – MINI said: “We wanted to celebrate the owners who are passionate about their MINI, in a unique and personalised way. It’s really exciting to work with MINI to deliver a customised campaign that encourages growth by celebrating and creating meaningful connections with their best customers.”

MINI head of marketing Alex McLean said:  “We are delighted to execute a unique, personalised Out-of-Home campaign that recognises our valued MINI owners and celebrates the names they have chosen for their cars. At MINI we pride ourselves on being leaders of innovation and experience; this campaign really cements our position in this space.”