Mini takes aim at SUV market with its ‘Fun Utility Vehicle’

Mini claims to have invented a new category of car, the FUV – or Fun Utility Vehicle – in a new ad campaign for the Mini Countryman.

Created by Ogilvy Melbourne, the campaign – which features an SUV crashing into a lamp post – portrays the Countryman as more fun than an SUV.

“What’s an FUV? Much more fun than a SUV for starters,” said Matt Schmidt, brand comms manager for Mini, in a press release. “The MINI Countryman FUV is MINI fun with a major difference – four doors and optional four-wheel drive. It’s big on fun and a big opportunity for the Mini brand in Australia.”

Michael McEwan, GM of Badjar Ogilvy, said: “The MINI Countryman Fun Utility Vehicle is packed full of serious driving fun. It’s got enough room for a modern family and all the go-kart handling you would expect from a MINI.”

“As a result, we’ve aimed to develop a campaign that will resonate with consumers who don’t take themselves too seriously, enjoy all life has to offer and most of all like to have fun,” he said.

 Credits: 

  • MINI Australia
  • Matt Schmidt – Brand Communications Manager
  • Gabrielle Byfield – Retail Marketing Manager
  • Ogilvy Melbourne
  • Fergus Donaldson – Group Creative Head
  • Cam Mitchell – Group Creative Head
  • Nathan Dixon – Senior Account Director
  • Phil Foudoulis – Producer
  • Alex McLean – Account Manager

Comments


  1. Where has the mini charm gone
    26 Oct 12
    2:42 pm

  2. Pop corn on my seat – fun factor 0….really ? Fun factor 0 for this ad too

  3. Noddy
    27 Oct 12
    10:17 am

  4. That’s my car!