Pork Pie remake released by Mini

Pork Pie remake released by Mini

porkpie-heroThe media and friends of the Mini brand were treated last week to an exclusive preview of the remake of the infamous Lake Hawea chase scene from the iconic Kiwi movie Goodbye Pork Pie.

The film clip (see YouTube link below) is part of a commercial campaign designed for MINI by its new advertising agencies DDB and Dynamo. Before filming of the chase scene began the agencies created a competition to find a willing passenger for the new Mini Cooper hatch during the remake.

At the screening MINI also showed a seven minute video that detailed the campaign, which asked Kiwis to show their true Blondini colours, by participating in a few challenges as part of that competition.

A 23-year-old freelance Wellington film-maker Vincent Blake Chilton won the space in the passenger seat as his audition tape caught the eye of the director of the commercial Matt Murphy.

According to Stop Press Mini marketing manager Simmone Mearns says despite creating some high barriers to entry with all the requirements and challenges, she was very happy with the number of entries and the level of chatter about the campaign on social channels, with an “astronomical” rise in the number of comments, likes and shares through Facebook.

Mearns told StopPress the new Mini Hatch was quite a difficult proposition to communicate, because, at first glance, it looks similar to the previous iteration. But up close it is actually filled with a bunch of new features, so it “needed a reason to talk about the car”.
“That’s what the movie has given us … It doesn’t feel like an ad. We’re not making a commercial. We’ve set out to create some excitement around what Mini stands for.”
Watch the video here

More details on the campaign here

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