Tag: MINI

Australia – MINI Australia has welcomed former F1 aerodynamicist and founder of Lune Croissanterie, Kate Reid, as the newest ‘Friend of MINI.’  This partnership coincides with the launch of the new MINI John Cooper Works high-performance models that are now available locally.

Kate’s background in high-performance racing and her passionate commitment to creating the best croissant in Australia mirrors the story of MINI’s own racing legacy. John Cooper saw the potential in the newly introduced classic Mini. He trusted his instincts and defied convention by integrating a more powerful engine, new brakes and sharper steering. In 1961, a legend was born and the modest family car is now a giant-slaying racer.

Speaking on her involvement in the campaign, Kate said, “MINI has been alongside me throughout every phase of my life. Dad’s 1974 Leyland Mini Clubman was the first family car I remember, and when I got my driver’s licence at 18, I immediately went out and bought myself the most perfect 1971 Mini K.”

She added, “In 2017 I took the leap and bought my first ever brand new car – a MINI Cooper S. For the past two years, I’ve been the proud owner of a MINI John Cooper Works. It’s safe to say I have a lifelong love affair with the brand, and I’m thrilled to make it official by becoming an ambassador.”

Meanwhile, Nikesh Gohil, head of marketing for Australia and New Zealand at MINI, commented, “Kate Reid’s journey is an inspiration to many.  Her passion and commitment to excellence aligns perfectly with the love MINI owners have for the brand. Coupled with her extensive involvement in the world of Formula 1, Kate is the ideal ambassador for our high-performance John Cooper Works range. We are thrilled to welcome her as a key member to our ‘Friend of MINI’ program and look forward to the exciting developments ahead!”

Australia – MINI Australia, an automotive brand operating under the BMW Group, has introduced Australian singer Meg Mac as brand ambassador alongside the launch of the new MINI Cooper.

As ‘Friend of MINI,’ Meg Mac will highlight her connection to the brand through sharing her experiences with MINI Cooper in social and digital content. It will show the value of the automotive in her own lifestyle.

The ‘Next Generation’ MINI Cooper features leather-free, chrome-free, and recycled materials. It reflects the brand’s sustainability effort as it has reduced its carbon dioxide emissions by up to 85%. It is also available in both electric and petrol.

Additionally, drivers can set their preferences by customising sounds, lights, and visuals or using the MINI Intelligent Personal Assistant. Its design showcases the blend of the brand’s traditional values and technology.

Meg Mac is the second ‘Friend of MINI’ following interior design expert Neale Whitaker, who is focusing on the promotion of the MINI Countryman.

“Ever since I was a kid I haven’t been able to go for a drive without pointing out every MINI I see on the road, I’ve always been charmed by their classic design. To be joining this iconic brand and in the driver’s seat feels perfect,” Meg Mac said.

Nikesh Gohil, head of marketing for Australia and New Zealand at MINI, commented, “Meg Mac’s artistic integrity and deep-rooted values align perfectly with the MINI Cooper’s strong legacy. We are excited to call Meg a ‘Friend of MINI’ and bring the MINI’s Next Generation range to life through her experiences.”

Malaysia – Global advertising company Publicis Groupe in Malaysia has been appointed by automotive manufacturer BMW in Malaysia to handle its strategic planning, creative advertising, and digital for BMW passenger cars, Motorrad and MINI business units, which will take effect in April 2022.

During the pitch, Publicis Groupe has developed a compelling strategy and holistic ideas on how to lead, promote, and educate electric vehicle adopters for the BMW and MINI brands, as the automotive industry transitions to electric mobility.

The remit will see Publicis Groupe enhancing BMW Malaysia’s consumer journey, elevating their brand experiences, and crafting a sustainability narrative, as well as building brand relevance for each brand and their audiences. 

Through the remit, Publicis Groupe Malaysia is now setting up bespoke hybrid teams to manage the brands separately with domain experts and related automotive experience.

Neil Hudspeth, Publicis Groupe’s CEO for Malaysia, commented that they could not be happier and prouder to warmly welcome BMW and Motorrad, and of course continue their relationship with MINI, one of the world’s most recognisable car brands. 

“It is incredibly rewarding to see world-class work being recognised by world-class and storied brands, and we look forward to achieving great things together over the next five years, especially as together we can help shape the automotive narrative in Malaysia,” said Hudspeth.

Publicis Groupe Malaysia is also the incumbent agency for MINI Malaysia.

Singapore – Interpublic Group (IPG) has announced that its bespoke solution, Team Dynamic, has been named the regional production and operations partner for luxury vehicle company BMW Group.

Team Dynamic integrates production and operations resources on a responsive, data-driven technology platform. It incorporates both onshore and offshore production solutions, delivering quality outputs in a streamlined, efficient way. 

The new partnership consolidates remit across 11 markets with IPG, following Team Dynamic’s appointment as a production partner in Japan and India in early 2021. The new markets include Australia, New Zealand, Indonesia, Malaysia, Singapore, South Korea, and Thailand, as well as the Middle East, and South Africa. 

Through the new partnership, Team Dynamic will be handling content production for both BMW and MINI’s media requirements, including digital and offline production, website management and maintenance, marketing campaign services, and after-sales and financial services marketing support.

Mish Fletcher, IPG’s chief growth officer for APAC, commented that they are thrilled to extend their partnership with the BMW Group in the Asia Pacific, Middle East and South Africa through their proven Team Dynamic production model. 

“Our connected technology solution allows for real-time optimization, consistency, and flexibility while ensuring unbeatable content production quality at speed and scale,” said Fletcher.

Australia – Automotive brand MINI in Australia and New Zealand has extended its retail advertising technology partnership with local-based adtech Cartelux.

Through the renewed partnership, Cartelux will be responsible for allowing MINI dealers in the region to create and launch digital advertising campaigns in less than 60 seconds, making Australia and New Zealand the first markets in a global pilot for the BMW Group.

Additionally, Cartelux will be simplifying and automating ad creation, streamlining approvals needed, and expediting the media buying process, to save time and cost for the regional office, which is based in Melbourne, and the entire Dealer Network.

MINI ANZ’s Retail and Network Marketing Manager Victoria Abbass shared that Cartelux is enabling MINI to deliver cohesive, integrated digital campaigns in a way that was previously much more laborious.

“Working with Cartelux, all our dealers can now run vibrant digital advertising campaigns for local area marketing with minimal input and effort. This means the dealer marketing managers are free to focus on other priorities, delivering cost, and time efficiencies,” said Abbass.

Meanwhile, Patrick Doble, global general manager at Cartelux, said, “It’s exciting working with MINI on this platform and seeing how Victoria is extending capabilities to dealers that really innovate and benefit the company.”

Auckland, New Zealand – Automotive brand MINI, as part of their promotion of its car features, has recently collaborated with creative agency Colenso BBDO to launch a new campaign, centered around the hazards in improper braking.

Titled ‘Danger Brakes for You’, the campaign features an array of four pictures: a hoof, a paw, a child’s foot and someone wearing roller skates, all representing potential hazards on the road that can trigger the driver to apply the brakes.

MINI aims that through this campaign, they will be able to promote their growing suite of smart features, starting with automatic emergency brake assist – a feature that senses obstacles on the road in front of the car and automatically applies the car’s braking system. 

For Victoria Abbass, retail and network marketing manager at MINI, part of the reason why they also took the ‘quirky’ turn for their campaign was to ‘humanize’; how technology is being explained, as cars nowadays are getting more advanced.

“’Danger brakes for you’ is visually disruptive and intriguing, but ultimately it’s so simple and that’s what we love about it,” Abbass said.

Meanwhile, Simon Vicars, executive creative director at Colenso BBDO, commented, “We were searching for a quick and simple way to explain complicated tech. This idea felt fast and funny, which for us are the right two ingredients for making a memorable MINI campaign.”

Photographed by New Zealand photographer Mat Baker, the campaign will roll out across social media channels, as well as in print and OOH media.

Colenso BBDO’s recent campaign with MINI follows their recent work with the New Zealand arm of non-profit organization World Wide Fund for Nature (WWF).