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.
