A group of marketing students recently got the chance to pitch their campaign strategies to iconic car manufacturer MINI.
As part of a work integrated learning (WIL) unit, students from the developed digital marketing strategies for the MINI Electric Hatch, presenting their ideas to MINI Australia and New Zealand’s Head of Marketing, Nikesh Gohil.
Senior lecturer Joseph Matthews said it was rare for students to get the opportunity to collaborate with a prestigious global brand like MINI.
“WIL units like this are fantastic for students to gain essential industry skills and we are grateful for the time, effort and enthusiasm that Nikesh has given this project,” he said.
Many of the students focused on the untapped potential of social media platforms, especially Tik Tok, as a way to target young, environmentally conscious Australians.
There were two winning pitches. The first, developed by Lucia Soriano and Hugh Webber, capitalised on MINI’s status as an iconic ride in pop culture since the late 1950s, as well as their target audience’s sense of nostalgia. The campaign’s theme was “a sustainable product, packaged nostalgically”.
