For the launch of the new Coupe and Roadster models, MINI were seeking a launch strategy that defied traditional automotive campaigns, something that would build excitement and anticipation and take off like a zombie apocalypse.

Tapping into the buzz, energy and talkability of the biggest show and channel launch of 2012, FX and The Walking Dead, MINI was able to build brand awareness and consideration for their new models. With shared values and attitudes such as a love of quality and a desire to look good, the MINI and FX launch partnership  was a natural fit and allowed for a multi-dimensional campaign strategy.

MINI’s communications platform – ‘Another Day. Another Adventure.’ – was centered around injecting excitement into daily life. As such, the FX campaign focused on showcasing the new Coupe and Roadster in theme with key programming, reflecting a day in the life of each shows characters. The content pieces became seamless channel idents, supporting the channel and car launch perfectly.

FX and MINI launched their partnership in style as 300 celebrities, media personalities and high profile guests witnessed Hollywood heart-throb and FX star Jason Priestley arrive at the glamorous Swifts Mansion in Darling Point, behind the wheel of a MINI Coupe.