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MINI
MyBroadsheet
content
Year: 2019
View Campaign
The Brief
MINI wanted to generate positive brand perception by promoting its lifestyle pillar through an annual publisher partnership. With no new launches to focus on, the brief was about demonstrating how MINI can enhance the audience’s lifestyle by adding value in a tangible way.
The Solution
Our answer was MyBroadsheet: a bespoke product/platform that allows Broadsheet readers to experience their city in a whole new way. For the first time, MyBroadsheet allows readers to create customised lists, save and share their favourite venues, make notes, and receive personalised recommendations – all using existing Broadsheet content.
Deliverables:
– One bespoke product/platform
– 28 articles
– Six videos
– Four solus eDMs
– Inclusion in Broadsheet print
Execution
We built excitement in the pre-launch phase of MyBroadsheet with an influencer-led content series, where talent shared a version of their city. We had an Adelaide yakitori chef sharing a guide to late-night eats, a photographer sharing a guide to the best beachside pubs, and a new-age psychologist sharing a guide to Sydney’s wellness scene.
We’ve applied an always-on content strategy, continuing to build momentum around MyBroadsheet past its launch with a national written and video series, as well as through solus eDM.
Thirteen influencers (including Broadsheet editors) also shared their own curated MyBroadsheet lists to encourage readers to create their own.
Video Series
MyBroadsheet is a new way to organise your life – but how does it actually work? In partnership with MINI we demonstrated how it’s done. In the video, we followed Broadsheet editorial director Katya Wachtel for a day to see how she uses MyBroadsheet – creating purpose-built lists of venues (like, “best places for morning meetings” and “quiet restaurants to take Mum to”), adding notes to places she visits as reminders (for instance “order this again!”), and seeing how it's a tool that helps her navigate her city.
