The second stage of Mini Paceman’s ‘new slant on things’ positioning has launched with a retail partnership with fashion brand Incu.
The first stage saw the opening of the Paceman’s new concept store in the heart of Melbourne fashion strip, Chapel street.
The partnership with Incu was born from the insight that there are “distinct similarities” between the Incu and Paceman consumer. The partnership has allowed both brands to leverage the others owned assets – including social, blogs and website – and retail spaces for bespoke events.
The collaborations are then uploaded on to the Paceman website to promote ongoing engagement.
The second stage also involves the custom magazine The Pace (pictured), created by Bauer Media Group and Men’s Style editor Michael Pickering.
The campaign brings together Vizeum and Ogilvy.
Ron Ferdinands, strategy director Vizeum, said: “This is a campaign that starts from a different place. It is built around a powerful idea of having real conversations with confident, discerning people on subjects that matter to them. MINI is not shouting at them, it’s engaged in their lives and interests. No other automotive brand has the licence to credibly launch a highly individualistic car like MINI can.”