To launch the new Mini Hatch in New Zealand, Goodbye Pork Pie got an upgrade courtesy of DDB and director Matt Murphy. And in Australia, it tried to impress the cool, creative kids by creating a unique Mini-inspired interactive dancefloor.
Vice and Vizeum worked with “modern renaissance man Darren Sylvester” and Melbourne art/design practice Eness to build the interactive dancefloor, which reacts to dancers’ movements, and then took it on tour to launch the new car.
As Vice wrote: “The process involved taking cues from the new Mini and integrating it with Sylvester’s work ‘For You’, a light up dance floor sculpture … The result, thanks to some interactive twists, is the coolest advancement in dance technology since Dance Dance Revolution.”
The events were supported by an extensive broadcast, digital, print and out of home campaign. And there was also an experiential element including a ‘dashboard confessional’ where users were encouraged to share their dance floor secrets to a camera set up in the new Mini, with the content then available through their social networks.
“We wanted to use the arrival of the all-new hatch to remind consumers of what Mini is all about – fun, excitement, energy and individualism,” says Gabrielle Byfield, brand communications manager at Mini Australia. “The idea of creating a dance floor inspired by the illuminated centre LED instrument, the heart of the all-new Mini, was exactly the edge we needed for this campaign.”