Imagine a dance floor modelled on a car's dashboard. Not easy.
But a series of events to launch the new Mini hatchback into Australia will be based around exactly that.
Vizeum, in partnership with media network Vice, is behind three live events where such a dance floor – modelled on the new car's central LED dashboard – will come to life, based on people's movements.
Headlining all three events will be Melbourne electronic duo Naysayer and Gilsun, and people can win tickets via a Facebook promotion.
A video promoting the events is showing on Vice's media network, and broadcast, digital, out of home and print are also being used in the campaign.
Adrian Venditti, business director at Vizeum, said: “We designed this campaign to strike the perfect balance between capturing the fun and individuality of the Mini and its driver, and to create a genuine consumer connection.”
Credits:
Client: MINI Australia
Media Agency: Vizeum
Concept, Production & Media Partner: VICE
Interactive dance floor by: ENESS & Darren Sylvester
Creative Agency for MINI: Ogilvy
