MINI And Ogilvy Let You Swap 29K Instagram Likes For A $29K Car

Old concrete grunge wall with sidewalk
SHARE
THIS



The limited edition MINI Ray is now available for just $29k driveaway, making it the most affordable model in the range. And to celebrate its launch, MINI is giving Australians the chance to win a MINI Ray for 29k Instagram likes, in a new campaign created by Ogilvy Melbourne.

To enter #MINIRAY29k, aspiring MINI drivers need to create an original Instagram post inspired by the Ray – a vibrant model that makes a statement with a choice of three bright accent colours; green, pink or yellow.

Over the next two weeks, creative entries will be encouraged in the form of images, games, gifs, challenges, songs, videos and stunts. Entry posts must feature at least one of the car’s three accent colours and be tagged with #MINIRAY29K and @miniaustralia.

Three finalists will be shortlisted and the first of them to reach 29k likes for their contribution will get the keys to a limited edition MINI Ray.

MINI3176_MINI Ray_creative overview_FINAL

Gabrielle Byfield, national marketing manager, MINI, said, “The #MINIRAY29K promotion provides us with a more engaging platform to reach the key millennial audience we are targeting for this campaign.

“Given traditional ATL channels don’t typically resonate well with the millennial set, we wanted to find a way to reach them in a medium they engage with every day. Having a socially lead promotion with #MINIRAY29K provides us with the perfect opportunity to do so.”

This promo is aligned with the MINI Ray ‘Funexpected’ brand campaign, which is launching this week in outdoor, print and digital across Australia.

Credits:
Client: MINI Australia
Agency: Ogilvy Melbourne
Media: Vizeum

Please login with linkedin to comment

2015 Emerging Top Ten Trends AusVeg tips

Latest News

Connection As Currency – How DTC Brands Are Changing Commerce
  • Opinion

Connection As Currency – How DTC Brands Are Changing Commerce

James Horne (main photo) is the CEO of Balance Internet. In this guest post, he says direct-to-consumer DTC brands that endure past the initial launch have a true differentiation, standing out from competitors by driving connection… We’ve always known that brands need more than a good product and website to stand out from their competitors […]

Opinion

by B&T Magazine

B&T Magazine
Vision6 Launches First-Ever National Brand Campaign “Simply Reliable”
  • Advertising
  • Campaigns

Vision6 Launches First-Ever National Brand Campaign “Simply Reliable”

Australian owned and operated email and SMS marketing software company, Vision6, announced the launch of its first-ever national brand campaign and new brand platform “Simply Reliable”. Founded in 2001, Vision6 was one of the first email marketing software providers in Australia and has since been relied upon by thousands of Aussie businesses and organisations for […]

JCDecaux New Zealand Grows Its Team To Lead Street Furniture Tender
  • Media

JCDecaux New Zealand Grows Its Team To Lead Street Furniture Tender

Out-of-Home media company JCDecaux New Zealand has appointed business growth specialist Adam McGregor in preparation for its bid to win upcoming local government street furniture tenders across the country. With contracts for the provision of street furniture including bus shelters across New Zealand up for renewal from late 2022, they collectively represent the biggest advertising […]

ABC iview Goes Virtual With Fetch TV
  • Media

ABC iview Goes Virtual With Fetch TV

Fetch TV has announced that ABC iview will soon be available as a dedicated Virtual Playlist Channel on the Fetch platform. Virtual Playlist Channels (VPCs) were developed by Fetch to promote content discovery, and to provide a clear bridge between the traditional world of linear TV and the growing availability of on demand content via […]

Jackie Gillies Joins The Acast Creator Network
  • Media

Jackie Gillies Joins The Acast Creator Network

Jackie Gillies, businesswoman, psychic medium and cast member of The Real Housewives of Melbourne is bringing her sassy, inspirational and adventurous spirit to her new podcast Shine It Up, With Jackie Gillies, which launches today via Acast. Hosted and distributed by the creator-first podcast company Acast, the show will offer listeners inspiration and motivation to […]

Hungry Vax, Jabstar, JAB Hi-Fi: Aussie Designers Give Iconic Logos A Pro-Vax Revamp
  • Media
  • Technology

Hungry Vax, Jabstar, JAB Hi-Fi: Aussie Designers Give Iconic Logos A Pro-Vax Revamp

Crowdsourcing platforms DesignCrowd and BrandCrowd are promoting vaccination efforts in a unique way, launching a logo redesign contest among their networks of designers. The initiative saw iconic Australian brands such as Hungry Jack’s, Jetstar, JB Hi-Fi, and Bunnings undergo a redesign.  “We thought it would be fun to see some other iconic Australian brands back […]

Harper’s Bazaar Australia Appoints Jillian Davison As Editor In Chief
  • Media

Harper’s Bazaar Australia Appoints Jillian Davison As Editor In Chief

Jillian Davison has been named editor-in-chief of the recently relaunched Harper’s BAZAAR Australia. She will oversee all content, development and creative direction across the iconic magazine’s digital and brand platforms. Davison (pictured) succeeds Eugenie Kelly, who recently stepped down to pursue other opportunities. The announcement was made by Maureen Jordan, publisher of Harper’s BAZAAR Australia […]

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]