By Jamie Wilson
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MINI Collaboration drives BMW

An experiment between BMW and a collection of local businesses delivered a successful and unexpected campaign to launch the all – new MINI hatch in Canberra.

Rolfe Classic MINI Garage teamed up with Her Canberra, Coordinate’s creative team, and the beautiful people at HAUS Models to create a ‘MINI love story’.

In a market first, Coordinate produced the ‘MINI love story’ with a young woman coming to town for a MINI break at Hotel Hotel, with the Canberra based boyfriend sending her on a romantic treasure hunt exploring the city and surrounds.

The film was distributed on the Her Canberra website and Her Canberra and MINI Australia’s social media, giving content viewers the chance to win their own MINI Break in Canberra. The prize package included a weekend cruising around the region in the all – new MINI Hatch, a night in the acclaimed Hotel Hotel, breakfast at Pod Food and a lunch treat at Mount Majura Vineyard.