Chris little
Bright Rays
Mini
Mini wanted to launch the new Mini Ray to the Australian market but didn’t want to rely solely on traditional channels to get the $29,000 car in front of their largely female, young professional target market.
So instead of showing clichéd images of peers bouncing around town in the car to a poppy soundtrack we used the car’s name and the DNA of the Mini Cooper brand to create a launch with a bit more intelligence.
We knew our audience was highly ambitious so we created Bright Rays, a $29k national grant for the most creative business proposal. Judged by four industry leading peers over 500 submissions were entered and from them 6 finalists were flown down to a star studded media event hosted by Kate Peck in Melbourne to reveal the winner.
Credits
Chris Little (CD), Junkee Media
Awards night in Melbourne.
Kate Peck and the Mini Ray.
Martin Tauts in between Gabrielle Byfield and Kate Peck.
Awards night in Melbourne.