Dancing for Mini
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.”
http://www.youtube.com/watch?v=q5H2P_lP1GM
Please login with linkedin to comment
Latest News
History Has Arrived: It’s The Cairns Crocodiles Inaugural Shortlist
Pen the acceptance speech and ready your best thongs and muumuu, because the Cairns Crocodiles shortlist has arrived.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
PubMatic has released a new study examining the influence of digital media on shopper behaviour at the top and bottom of the funnel. The research found that retail websites are approximately 50 per cent more effective at driving a response from shoppers than social media. Commissioned by Inside Retail and conducted by PubMatic, 500 Australian […]
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Jim Penman, founder of the Jim’s Group, has officially launched Jim’s Life Coaching and intends to help millions of Australians live their best life. “Life coaching is a powerful and effective way to achieve success in business and personal life. It helps people to set their own goals, and then work out how to get there. It has […]
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
Budweiser has created a new way of advertising on Spotify to ensure that ads don’t ruin the vibe of your favourite playlists. UninterruptAds: a pioneering initiative, converts songs that mention the brand’s name into targeted ads within the platform in Brazil. When the Brazilian team identified that their name is present in more than 500 tracks […]
Effie Worldwide Strengthens Board With 6 New Members
Effie Worldwide, has announced six new members to their Worldwide Board of Directors, alongside three new co-chairs of the Future Council; a powerful injection of fresh talent as the organization evolves across all its programs to expand its mission to champion marketing effectiveness. The Effie Board contributes to the non-profit’s mission to champion effectiveness through […]
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
After introducing “Flatties” a couple of weeks ago, Contact and Special have now enlisted the help of rule-stickler penguin Nigel to motivate all Kiwis to reduce their energy consumption during peak hours. Contact is investing heavily in creating more renewable energy sources to lead the way in decarbonising New Zealand, but to make an even […]
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The global promotional tour for Universal’s Furiosa: A Mad Max Saga, the much-anticipated return to the iconic dystopian world Academy Award-winning mastermind George Miller created 45 years ago, kicked off in epic fashion in Sydney yesterday. Anya Taylor-Joy returned to Australia, joining Chris Hemsworth, George Miller and producer Doug Mitchell at a fiery media call […]
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Integral Ad Science, a global media measurement and optimization platform, today announced a market integration with Roblox, a global immersive platform for connection and communication. Available for advertising campaigns on Roblox later this year, IAS’s Viewability and Invalid Traffic (IVT) Measurement products will provide advertisers increased transparency into the quality of their Immersive Ads within […]
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.
Bumble Reveals New Brand Identity To Usher In New Era Of Dating
It's ironic that all the dating apps market themselves as having no weirdos, freaks or mummy's boys like their rivals.
Stay In The House From Up! Airbnb Introduces Icons
Airbnb is now letting people stay in "iconic" places that sadly doesn't include the house from Silence Of The Lambs.
Changing The Conversation: The Role Of Media In Ending Violence Against Women
Governments are finally waking up to the DV crisis. Here, B&T chats with Jasmin Bedir on the role media can play.
“If You Want To Listen To Something Else, Go For It”: Fifi Box On Blocking Out The Noise & Focussing On What Works
No one is at the coal face of Melbourne radio like Fifi Box. Here, she chats with B&T without coughing up a lung.
Spotlight On Sponsors: Ferrari Signs Landmark New Title Sponsor
B&T continuing our series on sports sponsorships. And, yet again, there's little good news for the ten pin bowlers.
Choose A Path Less Trodden This Cannes In Cairns
Not since Wonka opened the factory has there been such a hot ticket in town. Here's how to make the most of Cairns.
Cannes In Cairns MC Keeva Stratton Shares Her Top Session Picks
Quip boss calls out her highlights of the Cannes agenda. We're assuming B&T staff b-boy demonstration was an oversight.
Here Are The Agencies That Made AFR’s Best Places To Work List And What The Industry Can Learn From Them
Did your office not make the list? Make sure your boss shouts at least two schooners at office drinks come Friday.
Get Ready, B&T’s Best Of The Best Is Back With The Top Holding Company Executive Leaders – Creative!
Want to know who the Grandest of the Grand Poobahs in the industry are? Look no further than this exhaustive list.
How A Glittering Campaign Helped The Australian Museum Sell 400,000 Tickets
B&T thoroughly enjoyed the Ramses exhibition at The Australian Museum, despite thinking we were going to the Archibald.
TV Ratings (30/04/2024): A “Shoey” Straight From A Fish’s Mouth Launches The Cheap Seats Into 2024
Last night's TV saw horny farmers beat Lego nerds, who beat fame-obsessed home cooks, who beat a chap with a large fish.
Spotlight Extends Partnership With Starlight Children’s Foundation
B&T always happy to promote the excellent work of the Starlight Foundation. Less so the Starfish Fanciers Foundation.
Amazon’s Advertising Quarterly Revenue Soars To $11.8bn
There are so many Amazon couriers visiting B&T headquarters at the moment our office dog doesn't know who to maul first.
VML Wellington Welcomes Jacob McGregor As Pou Ārahi Māori
McGregor set to lead cultural competency and safety at VML Wellington in important new gig.
“They Grow Up So Fast”: Simon Fowler On Five Years Of ABEL
Abel's CEO talks lessons learned from the agency's first five years. Including staff nicking all the Nespresso capsules.
Kyle & Jackie O Urge Melbourne To Pick A Side
Who can stop Kyle & Jackie O's indelible march into Melbourne radio? Is Peter 'Moony' Moon waiting by the phone?