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.”
Please login with linkedin to comment
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]