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B&T > Campaigns > MINI Launches Creative Campaign With TikTok
Campaigns

MINI Launches Creative Campaign With TikTok

Lucio Dias Ribeiro
Published on: 5th June 2020 at 8:04 AM
Lucio Dias Ribeiro
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Following the recent announcement of the new MINI Electric Hatch First Edition in Australia and New Zealand, the company has become the first automotive brand to launch a creative campaign with TikTok, the leading destination for short-form mobile video.

The MINI Electric Hatch has just recently been launched in Australia and New Zealand markets.

“The MINI Electric Hatch is in many ways, a second renaissance of the original Mini with its socially-conscious, eco-friendly powertrain and universal appeal across age groups. This TikTok campaign will prove the car’s agelessness, bringing the concept of fun, electric mobility to this new audience,” says Alex McLean, Head of Marketing MINI across Australia & New Zealand.

The campaign is managed by Lucio.ai, a digital consultancy managed by former agency boss, Lucio Ribeiro who is optimistic about the campaign. “With a unique set of highly interactive users, this campaign is for MINI an opportunity to innovate and to reach a different audience, get excess Share of Voice (eSOV), and consequently strengthening MINI’s brand equity,” Mr. Ribeiro added.

“We are thrilled to be working with MINI for this campaign and to welcome them as the first automotive brand in Australia to embrace TikTok Ads. Our vibrant community of creators is a perfect fit for the MINI brand,” says Brett Armstrong, General Manager, Global Business Solutions, TikTok Australia.

To complete the digital customer experience, MINI also launched a new online car configurator and order deposit system with the MINI Electric Hatch. (link)

The system allows customers to jump from the TikTok creative to a MINI website, where an Electric Hatch can be easily configured, and a refundable online deposit can be made.

The campaign is planned and managed by the digital consultancy lucio.ai, specialised in data and A.I. marketing, headed by former agency head Lucio Ribeiro. Along with lucio.ai, MINI agencies of record are Vizeum and Clemenger.

 

 

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TAGGED: mini, TikTok
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By Lucio Dias Ribeiro
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My colleagues and clients describe me as a Marketer, Strategist, Creative, Guru, Mentor, Tech. They call me Passionate, Curious, and sometimes Impatient. I get called these things and more. I'm a passionate and ambitious marketer with a never-ending intellectual curiosity with a need to move ideas into action. Diverse background, starting with Law where I began my career working with advertising and later pivoting to advertising and marketing. I am an internationally experienced marketer as well as a guest lecturer, speaker, and media commentator. A natural connector of people. I am unconditionally committed to developing teams and individuals and instil the belief I am the leader that can make a lasting difference in their lives, of our clients and ultimately society. In my years in advertising and marketing, I have mentored many of my staff, colleagues, and students. I'm fascinated by behavioral psychology and its effects in leadership and in marketing. I'm thrilled when I can leverage cultural insights to inform and instruct creative marketing strategies, innovations, and partnerships. Feel most comfortable in agile, fast-paced, action driven environments. Founded 2 companies, a SAAS (Social Pulse) and a Marketing service, Online Circle Digital where I'm currently the MD. In my career, I have worked with P&G, Unilever, Renault, Mastercard, Mondelez, Parmalat, Schweppes, Cadbury, AGL Energy, Target, Mercedes-Benz and more. Judge for the AME, NY Festival, and Hive Festival. Confident speaker and keynote presenter, addressing audiences at AdTech, Adma, Unilever's Media Summit, AMI Future Leaders, Social Data Week, OC Digital Academy. I have given guest lectures at RMIT and General Assembly in Melbourne and many times have presented along side with my clients to their marketing and business conferences. Passionate about making a difference in the world via education, technology, animal welfare, good food and learning anything as much as I can.

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