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MINI has showcased its Clubman in an unconventional campaign that did not promote the brand, but rather used it as a static participant.

The BMW-owned brand sponsored part of Tasmania’s Mona winter festival, Dark Mofo, that annually celebrates the winter solstice.

Dark Mofo is an art and cultural events program of music, performances, installations, screenings and exhibits with a dark theme, figuratively and literally, according to agency Kojo that created the campaign for Mini. Kojo is the creative agency and the event services and experiential partner for BMW and Mini.

Kojo spokesperson Jess Hill said the agency was able to come up with a concept that created a unique point of difference for Mini.

“It delivered an unforgettable experience that showcased the Mini Clubman and fitted in with the character of the Dark Mofo festival experience,” she said.

The concept was inspired by the mysterious and ritualistic aspects of Dark Mofo, used by Kojo to create the concept of “The Society”, an underground, secretive member group that rewarded curious Dark Mofo attendees with experiences including tickets to sold-out performances, exclusive drink and dining rewards, priority entry to events and complimentary transport.

Mini’s national marketing manager Alex McLean said Mini was “a champion of sophisticated cultural experiences”.

“We viewed this as a great opportunity to engage with Mini guests, in particular a young and diverse audience,” he said.

“We are constantly looking for authentic and innovative ways to insert the brand into the art and culture vertical to reach our target audience. The Dark Mofo partnership truly complements our marketing mix to accomplish this.”

Mini was able to showcase the Clubman in the festival, allowing people to experience the vehicle for themselves but without featuring any Mini branding and maintaining a low-key profile.

“We didn’t want the audience to have preconceived ideas of what to expect from Mini,” Mr McLean said.

“We thought the best approach was just to be there. Be real. Experience the car. Feel it. Without being pushy.

“Kojo was able to showcase the car to the audience in a subtle way, which is exactly what we were looking for.”

The campaign – from the initial briefing to execution – lasted only three months and ended with more than 3000 people opting in to the campaign during the 10-day period.

By Neil Dowling