PLAY
BIG LOVE GOES GLOBAL
Following an incredibly successful inaugural year partnership between MINI x Sydney Gay and Lesbian Mardi Gras established by KOJO, MINI decided to raise the bar and go global in time for the largest LGBTQIA+ event of the year; Sydney World Pride. With the main aim to raise awareness of MINI’s Big Love philosophy and drive consideration amongst LGBTQIA+ audiences.
KOJO developed the creative campaign concept, “Big Love Story” using our integrated strategy, creative, and production delivery model. Through a global digital and social campaign, a social movement was created with a competition, digital and on-ground activations throughout Pride month.
- Client MINI
BIG LOVE STORIES
The success of the campaign was immeasurable with MINI receiving hundreds of beautiful stories, with the most inspiring being flown to Sydney from 5 countries around the world to take part in the world famous Mardi Gras Parade. The winners stories filled Sydney city with colour through digital billboards, and a large scale mural. KOJO also created on-ground activations at Fair Day and a love-filled spectacle at the Mardi Gras Parade, featuring 80 dancers and acrobats performing amongst 12,000 parade goers and 200 floats.
20M
TOTAL REACH
330K
PAID CAMPAIGN REACH
896K+
PARADE VIEWERS
70K+
FAIR DAY ATTENDEES
FAIR DAY
MARDI GRAS
