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.
I think Branded content is a more apt description. This was not entertaining. True test is how many views this naturally gets on youtube. If it’s worth watching people will watch it. This is just a long boring ad which will be forced on people down the TV.
I have no idea what this is supposed to be saying about the product. Anyone? Paintings that are open to interpretation might be a good idea, but I’m not so sure an ad should be afforded the same luxury. How this sells the car, or even gets me to consider a test drive (which any dealer will tell you is the critical step in path to purchase) escapes me. Oh and a customer set can’t be ‘pretty unique’. They either are unique or not; unique is not open to interpretation either. I think you’re all lost in your own idea. Does the Mini come with an in-car GPS? It might help you find your way back to actually selling a product, but sadly the ad fails to mention features of the vehicle.
Its a creative approach towards the brand, you wouldn’t understand.
It’s revealing that they chose not to show the actual car.
Because it’s as ugly as a bag of arseholes.
Better make it into a ‘piece of art’ instead?
I salute Mini’s optimism, but everyone’s going to call this Mini Pacman.
Bad choice of name.