MINI Australia:
5-Door F55 Hatch

Increasing awareness and purchase likelihood with millennials

The Client

With personality and uniqueness at their core, MINI is one of the world's most recognisable car brands. The MINI brand has become synonymous with premium design, high performance, and their hybrid sport-luxury style.

The Ask

With the launch of MINI's first ever 5-door vehicle in 2015, the F55, MINI was looking to make some serious noise as they entered this new category. MINI had historically leveraged traditional advertising techniques to promote their brand and drive product sales, however in order to successfully engage with an entirely new target customer, MINI required a more innovative solution. 

MINI sought a 12-month digital content-led campaign that would enable them to consistently reach and engage with 19-35yos across Australia's major cities, and would position the MINI brand as aspirational and cool, yet fun and accessible, and drive awareness of their new 5-door vehicle and all of its awesome features.

5 Piece Campaign Strategy

1.

Market
Research

Measuring brand awareness.

2.

Branded Fortnightly Content Series

Brand awareness & driving sales.

3.

Interview Video Series

Aligning noteworthy ambassadors with the brand.

4.

Branded Monthly Video Series

Creative brand intergration.

5.

High Impact
Display

Supporting larger brand campaigns.

MINI Fave 5's | Branded Fortnightly Content Series

Covering all of The Urban List's content categories, the MINI Fave 5 series was a fortnightly hit list; showcasing new and "on trend" urban content in Sydney, Melbourne and Brisbane. Whether it was hidden bars, laneway restaurants, bakeries or clean eating cafes, MINI Fave 5's was proven branded content gold. MINI was cleverly aligned with the best of the city, and made top of mind with topics trending in MINI's key markets.

The Facts

605,047+ Article Reads
2:17+ Average Time On Article
3.34M+ Total Facebook Reach

The Mini Edition | Branded Monthly Video Series

The Urban List produced 36 fast-paced, 60-second videos, curating the best things to do in each city. Incluing new openings, pop-up events, and indulgent off-the-menu items, these videos (produced by The Urban List) were the ultimate go-to-guide for locals in each market and tourist alike. The videos were also the perfect vessel to deliver local footage of the MINI F55 zipping around the city.

The Facts

897,798+ Video Views
526+ Video Shares
2.05M+ Total Facebook Reach

Close Encounters | Interview Video Series

The Close Encounter video series was created as a retention and reinforcement driver, celebrating the creativity and artistry that comes with driving a MINI. Providing an insight into the lives of three creatives, what their MINI means to them and hot it fits into their daily routine. 

The Facts

36,700+ Video Views

The End Result

The below results, alongside MINI Australia's most successful sales quarter to-date, make this one of The Urban List's most successful content marketing campaigns in their short history. At the end of the 12-month campaign, The Urban List had delivered:

20%+

Increased Awareness of MINI F55 in 6mths

70%+

Increased In Purchase Likelihood

11.01M

Campaign Reach

More Work

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