Vizeum Helps Auto Trader & MINI Have a 'Great British Weekend'
MINI has teamed up with motoring marketplace Auto Trader to create a bespoke content hub to showcase the brand’s ‘The Great British Weekend’ proposition for all seven of its models.
The hub, which has been devised and implemented with media agency Vizeum, will be built around a series of videos featuring Auto Trader talent testing MINI vehicles in different scenarios. The content presents MINI as the essential partner to any great UK weekend demonstrating the depth and breadth of the MINI range, which has grown since the marques re-launch in 2001.
The first set of videos features:
- Road Tester Ruth Frances driving the new MINI 5-door to a weekend of culture in Bristol examining the bohemian arts scene, the town’s music and nightlife.
- Editor-In-Chief Jon Quirk putting the MINI Countryman through its paces as he takes time for a boys’ weekend with his best friend in Wales, taking on the challenge of extreme sports.
- Chief Road Tester Ivan Aistrop pushing the John Cooper Works MINI Roadster to its limits on a go-karting track, to test the car’s famed ‘go-kart handling’.
As part of the campaign, which runs until January 2015, viewers also have the chance to win their very own tailor-made MINI Great British Weekend and choice of MINI to take them there.
Michelle Roberts, General Manager, MINI Brand Communications said: “This campaign is the result of a close partnership with Auto Trader and perfectly encapsulates the spirit that lies at the heart of ‘The Great British Weekend’ ethos. The content not only celebrates the brand’s heritage but showcases each vehicle’s unique positioning and capability and the different experiences MINI models can help you enjoy throughout the UK.”
Jon Quirk, Editor-in-Chief, Auto Trader, added: "Content partnerships are becoming a key part of our digital publishing toolkit. At Auto Trader, we're working incredibly hard to ensure the creative solutions we present are authentic and the content partnerships we deliver are precisely that, a partnership. Our collaboration with MINI is one we feel particularly proud of, and we're confident it will provide quality engagement for both brands."
Latest search data from Auto Trader reveals a significant increase in searches for MINI models in the last month with figures from the last three months August to October showing a 17% increase for the brand.
Category: Automotive , Cars