MINI’s Countryman launches its new FUV and integrated campaign via Ogilvy Melbourne

Ogilvy Melbourne this week launches a new integrated campaign aimed at driving awareness of MINI’s Countryman vehicle, while creating a new sector within the serious SUV sector – the FUV.

The campaign, which includes 30 and 20 second national cinema ads, national metrolites, digital OTPs, MRECs and social media display advertisements, also officially launches the new Fun Utility Vehicle (FUV) category to consumers on behalf of MINI.

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Says Michael McEwan, general manager BADJAR Ogilvy (part of Ogilvy Melbourne): “The MINI Countryman Fun Utility Vehicle is packed full of serious driving fun. It’s got enough room for a modern family and all the go-kart handling you would expect from a MINI.

“As a result, we’ve aimed to develop a campaign that will resonate with consumers who don’t take themselves too seriously, enjoy all life has to offer and most of all like to have fun.”

Says Matt Schmidt, brand communications manager for MINI: “What’s an FUV? Much more fun than a SUV for starters. The MINI Countryman FUV is MINI fun with a major difference – four doors and optional four-wheel drive. It’s big on fun and a big opportunity for the MINI brand in Australia.”

Cinema ads will air from this week, as well as metrolites and other digital elements rolling out in coming days.

MINI Australia

Vizeum Melbourne