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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

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