5-Door F55 Hatch
Increasing awareness and purchase likelihood with millennials
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.
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.
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.
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.
897,798+ Video Views
526+ Video Shares
2.05M+ Total Facebook Reach
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.