When MINI launched the Paceman, it was a departure from the young and spirited little cars typical of the brand. The Paceman was destined to be a low volume car appealing to a very stylish and discerning audience who was not a traditional MINI enthusiast. The brand also needed to bring back the energy and irresistibility to its range.
Thus, the challenge was twofold:
- Bring a new hard-to-reach audience to the MINI brand, with a brand new car.
- Find a new way to inject new emotion into a brand already full of personality and character.
We built the Paceman brand around the Streetwise Influencers: savvy men aged 30-49 who are big on individuality. Bold style trendsetters, yet grounded and open minded.
The Paceman was a new type of car, so we gave it a new playground. It needed clear space from the category to stand out and to be more irresistible and audacious.
Instead of a traditional car launch, we unveiled the car in an environment that was owned by MINI but leveraged the credibility of trendsetters that had relevant appeal.
The environment had to be long-term and authentic so that branded content could be seeded and amplified through owned and earned media.
We launched with the MINI Paceman Art Series: five different artists interpreting the Paceman in original artworks. A new artwork was featured in large format OOH weekly. A short film profiling each artist and the creation of their work was distributed on-air and online.
Phase two saw the launch of the MINI Paceman Store in Melbourne. The hybrid retail store/ exhibition space played host to 6 leading international designers working across a range of disciplines from bespoke denim to hand-made men’s shoes from New York.
We also created The Pace – a limited run paper co-curated by Men’s Style and the collaborators–distributed through cafés and retail outlets nationally.
Three months into the campaign, the results have been exceptional, not only for Paceman but for the brand itself.
For the campaign period, April through June 2013:
- +62% enquiry growth vs. previous qtr.
- +55% sales growth vs. same time last yr.
- +30% sales growth vs. previous qtr.
- +15% dealer leads vs. same time last yr.
- +89% car portal leads vs. previous qtr.