Move into branded entertainment for the launch of Mini Paceman

Mini is to launch a series of four short form documentaries to be screened on Foxtel’s Studio channel as part of a branded integrated TV, digital and outdoor campaign launched today for the launch of the company’s new compact SUV model, the Mini Paceman.

The campaign, created by Vizeum and Badjar Ogilvy, will also feature billboards with artists’ interpretations of “Paceman: a new slant on things” with supporting TV and digital to be rolled out over the coming month.

“Paceman is a unique product that required a very different marketing approach,” said Gabrielle Byfield, Mini Brand Communications Manager. 

“We were impressed with Vizeum’s understanding of the target consumer, and the way that Vizeum and Ogilvy worked together to create a campaign that is unlike anything we’ve done with our brand before.”

This is the first phase of the Australian launch of the Mini Paceman with the company planning other media and experiential executions throughout the year.

“This campaign is about establishing credibility with a pretty unique customer set,”

“Mini allowed us the creative freedom to develop assets and we have really enjoyed taking such a distinctive approach in the automotive market,” said Lisa Vercoe, Vizeum’s Business Director, Melbourne.


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