Mini promote new 5-door hatch with outdoor campaign

Mini Australia launched its new Mini 5-door hatch on Australia Day through a tactical campaign which saw the vehicle displayed in a sealed and labelled meat tray with the tag line “Throw another door on the Mini”.

Created by Ogilvy, the campaign is running across digital outdoor, press and social with an extension running on TV, cinema and digital until March.

Ogilvy Melbourne ECD Brendon Guthrie said: “Given the all-new 5-door Mini Hatch officially launched on Australia Day, it was only fitting to celebrate in true Mini fashion. Wrapping the car like a tray of snags communicated the 5-door hatch message in a way that was both distinctly Australian and true to the Mini brand.”