B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Pinterest
  • WPP
  • AFL
  • Anthony Albanese
  • Thinkerbell
  • NRL
  • Federal Election
  • Cannes Lions
  • State of Origin
  • AI
  • B&T Women in Media
  • Spotlight on Sponsors
  • Channel 10
  • ARN
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: MINI And Ogilvy Let You Swap 29K Instagram Likes For A $29K Car
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Marketing > MINI And Ogilvy Let You Swap 29K Instagram Likes For A $29K Car
Marketing

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

Rebecca Tilly
Published on: 2nd August 2016 at 11:50 AM
Rebecca Tilly
Share
2 Min Read
MINI_in situ med res ogilvy
SHARE

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

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: 2015 Emerging Top Ten Trends, AusVeg, tips
Share
Rebecca Tilly
By Rebecca Tilly
Follow:
Rebecca Tilly is a strategic communications specialist with more than 27 years’ experience spanning corporate, government, stakeholder and change communications. She is a regular contributor to B&T.

Latest News

Ritson: Tindall’s Compound Creativity The “Most Significant Thought” In Last Decade Of Marketing
24/06/2025
Westpac Banks On Michelle Klein To Lead Marketing & Growth
23/06/2025
Diversity Council Australia Celebrate Its 40th Birthday With New Brand Identity
23/06/2025
The B&T Awards Are Back!
23/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?