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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.

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

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