MINI becomes first auto brand in ANZ to launch campaign on TikTok

28 May 2020

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The campaign celebrates the brand's new electric car.

Following the recent announcement of the new MINI Electric Hatch First Edition in Australia and New Zealand, the company has become the first automotive brand to launch a creative campaign with short-form mobile video platform TikTok.

The MINI Electric Hatch promises an electrifying drive, with 135kW on tap and capable of going from 0 – 100km/h in just 7.3 seconds.

The car’s 32.6kWh battery is also capable of a 233-kilometre drive range on a single charge, and can achieve up to 80% charge in just 35 minutes when using a 50kW DC public charger.

“The MINI Electric Hatch is in many ways, a second renaissance of the original MINI with its socially-conscious, eco-friendly powertrain and universal appeal across age groups," says Alex McLean, head of marketing MINI across Australia and New Zealand.

"This TikTok campaign will prove the car’s agelessness, bringing the concept of fun, electric mobility to this new audience."

The campaign is managed by, a digital consultancy managed by former agency boss, Lucio Ribeiro who is optimistic about the campaign.

“With a unique set of highly interactive users, this campaign is an opportunity for MINI to innovate and to reach a different audience, get excess Share of Voice, and consequently strengthening MINI’s brand equity,” Ribeiro says.

TikTok Australia general manager, global business solutions Brett Armstrong says the brand fits well with the platform's community.

“We are thrilled to be working with MINI for this campaign and to welcome them as the first automotive brand in Australia to embrace TikTok Ads," Armstrong says.

"Our vibrant community of creators is a perfect fit for the MINI brand."

To complete the digital customer experience, MINI also launched a new online car configurator and order deposit system with the MINI Electric Hatch.

The system allows customers to jump from the TikTok creative to a MINI website, where an Electric Hatch can be easily configured, and a refundable online deposit can be made.

The campaign is planned and managed by the digital consultancy, specialised in data and A.I. marketing, headed by former agency head Lucio Ribeiro.

Along with, MINI agencies of record are Vizeum and Clemenger BBDO Melbourne.

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