Mini partners with Junkee Media to launch influencer-led Mini Rays campaign

Mini has partnered with Junkee Media to celebrate the launch of the Mini Ray model in Australia with the campaign designed to support a competition which offers young fashion and design creatives the chance to win a $29,000 business grant and a Mini Ray.


The socially-led campaign, designed by Junkee Media’s content studio Junkee Studio, features Bright Rays mentors design duo Koskela, the fashion entrepreneur Mel Tan from Joy Hysteric, cake queen Katherine Sabbath, and artist and accessories brand Tiff Manuell.

The four mentors will star in a series of videos, in which they share business tips, where they look for inspiration and how to stay motivated.

The content will be rolled out throughout the rest of the September and throughout October in an attempt to drive entries into the Mini Australia Bright Rays Competition.


Gabrielle Byfield, Mini national marketing manager, said: “The Bright Rays campaign allows us to engage with millennials on a platform they resonate and engage with every day. We wanted to identify new and stimulating ways to communicate to a younger market whilst staying true to the Mini brand.

“Mini believes the Bright Rays campaign will allow some of Australia’s brightest creative talent to shine. We’re looking for innovation, vibrant passion and an original creative vision.”

The competition will see six finalists be flown to the Bright Rays event in Melbourne on Wednesday, November 9 with the ultimate winner receiving the $29,000 business grant, a Mini Ray for 12 months and a mentoring session.screen-shot-2016-09-19-at-8-41-04-am

Mini will also follow the journey of the winner, producing shareable content with Junkee Media.

The campaign will be amplified through Junkee Media’s millennial-focused title, Junkee.

Josh Rich, Junkee Studio general manager, said: “The Mini Bright Rays campaign was conceived through insights of the target audience, key influencers and the Mini brand.

“Authenticity is at the heart, and Mini is a brand that has a clear vision and supporting creative pursuits and industries. We are extremely excited to work with Mini and Vizeum on this campaign.”


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