Ketchup

Here’s some info on how Mini relaunched in Australia, courtesy of the ‘where would we be without it’ Contagious Magazine site.

There has been a shedload of interesting MINI work of late…as others have discovered, it’s not easy to launch a new incarnation of a car that looks remarkably like the old one. Here, the focus is instead on reinforcing the key credentials of the car, effectively encapsulated in the url of the campaign homepage. 

Focusing on Australia’s key cities, users are invited to contribute their recommendations to the site’s Geography of Cool, a user-generated mash-up that combines favoured ‘new cool places’ and ‘new hot spots’ with a map showing their location. Each time a user adds a favourite place to the map, they, in return, each earn an additional chance to win tickets to the MINI Cirque on April 1st.

The day long promotional tour started in Sydney and made its way through Brisbane and Melbourne featuring ‘awesome live music, the coolest DJs, fantastic food and drink, funky fashion parades, daring driving displays, cool prizes and more.’

The campaign is a combined effort from MINI and Melbourne agency The Square Group, and appears to have been a runaway success. Follow this link to read the report filed by Autoweb:

“Supporting Mini’s recent promotional push down-under, billboards and life-size fiberglass replicas of the car were also set up around the cities in bizarre scenarios grabbing the attention of passers-by.

Also, on a side note Team Mini will be marking their long awaited return to the Australian motorsport scene by taking part in the annual 5 day Targa Tasmania Rally, with Grant Denyer, Paul Stokell and Mike Sinclair taking the wheel over the rocky Tasmanian terrain.”