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

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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.

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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.

Client: MINI Australia
Agency: Ogilvy Melbourne
Media: Vizeum

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