MINI Australia turns 60 in style with market-leading OOH campaign

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MINI Australia has partnered with Dentsu Aegis Network to mark its 60th year in fitting style with a unique and innovative Out-of-Home (OOH) campaign. 

The collaboration between MINI, Posterscope, Vizeum and QMS builds on the passion and pride of the MINI community by recognising their support and inviting them to help celebrate the milestone. 

The 60 Year Anniversary campaign has been inspired by the 75 per cent of new MINI owners who choose to name and personalise their car via the MINI new-owner welcome process. 

Utilising number plate recognition technology, the dynamic digital OOH execution delivers bespoke messages tailored for each MINI driver as they pass a landmark Melbourne billboard location. 

Verity Goold, Client Leader – MINI, Vizeum Australia said: “We wanted to celebrate the owners who are passionate about their MINI, in a unique and personalised way. It’s really exciting to work with MINI to deliver a customised campaign that encourages growth by celebrating and creating meaningful connections with their best customers.” 

Alex McLean, Head of Marketing, MINI Australia said: “We are delighted to execute a unique, personalised Out-of-Home campaign that recognises our valued MINI owners and celebrates the names they have chosen for their cars. At MINI we pride ourselves on being leaders of innovation and experience; this campaign really cements our position in this space.” 

The 60 Year Anniversary campaign is running across the Eastern Seaboard and ACT until 7th December. 

- ENDS – 


  • Client: MINI Australia 
  • Media: Dentsu Aegis Network Vizeum 
  • OOH: Dentsu Aegis Network Posterscope 
  • Technology: QMS 

For further information contact: 
Hannah Cheale 
Strategic Communications Lead, Dentsu Aegis Network ANZ 
T: +61 488 422 868 

Notes to Editors: 

The BMW Group 
With its four brands BMW, MINI, Rolls-Royce and BMW Motorrad, the BMW Group is the world’s leading premium manufacturer of automobiles and motorcycles and also provides premium financial and mobility services. The BMW Group production network comprises 30 production and assembly facilities in 14 countries; the company has a global sales network in more than 140 countries. 

In 2018, the BMW Group sold over 2,490,000 passenger vehicles and more than 165,000 motorcycles worldwide. The profit before tax in the financial year 2018 was € 9.815 billion on revenues amounting to € 97.480 billion. As of 31 December 2018, the BMW Group had a workforce of 134,682 employees. 

The success of the BMW Group has always been based on long-term thinking and responsible action. The company has therefore established ecological and social sustainability throughout the value chain, comprehensive product responsibility and a clear commitment to conserving resources as an integral part of its strategy. 

About Dentsu Aegis Network 
As part of Dentsu Inc., Dentsu Aegis Network is the first truly global communications network for the digital age. Dentsu Aegis Network aims to be the global network of choice for clients seeking best-in-class expertise and capabilities in brand, media and digital communications services. Offering a distinctive and innovative range of products and services, Dentsu Aegis Network ANZ is headquartered in Melbourne with offices in Sydney, Brisbane, Canberra, Perth and Auckland. Globally, Dentsu Aegis Network operates in 145 countries worldwide with over 47,000 dedicated specialists. 

About Posterscope 
Posterscope is the world's largest, and Australia's first, Out-of-Home specialist & locations agency. We aim to continually build understanding of the role of Out-of-Home in the communication mix - right now and into the future - making Out-of-Home campaigns easier to execute and more accountable for our customers. Our point of difference is that we better understand emerging technology and consumer behaviour when Out-of-Home and how these two things combine to create new opportunities for advertisers. 

About Vizeum 
We are Vizeum. We dare to think differently. In a world where every click has the potential to lead to a purchase, we believe media has a central role to play in adding business value for our clients. We are a partner that is willing to push further, dig deeper into our client’s business and create innovative solutions to their challenges. 

Through blending data, media and technology together we bring idea-driven solutions that transform media from a numbers game to a game changer. From analytics to answers. 

That’s Vizeum. Accelerating business growth through media. This is our passion, our commitment to our clients and how we attract, train and retain our people. 

We’re a global network with 82 locations in 57 markets with 3,400 people in our teams. We are powered by our unique Dentsu Aegis Network operating model, which provides seamless expertise in performance, data, social, creative and investment.