BMW Group Indonesia launched the iconic Mini brand in July at the Indonesia International Motor Show; all its models can be purchased in the country via exclusive partner, Maxindo International Nusantara Indah.
The appointment of the creative agency came after a pitch against four local creative agencies. The Campaign Palace will create campaigns for all Mini models in Indonesia as well as future new model launches.
Commenting on the new partnership, Ramesh Divyanathan, president director of BMW Group Indonesia, said, “We are excited with the appointment of The Campaign Palace. They showed great understanding of the Mini brand and of the Indonesian market. These are crucial elements as we are still in the initial stages of establishing Mini in Indonesia.”
As part of its creative duties, the win will also see The Campaign Palace supporting Maxindo International with regard to overall stewardship of the Mini brand.
Commenting on the appointment, Adam Lau, general manager at The Campaign Palace Jakarta, said, “Mini is fun, cheeky and creative; and is the epitome of a brand that challenges convention. The Campaign Palace Jakarta prides itself as a fun and creative boutique challenger agency for challenger brands like Mini.”
Kevin Le, executive creative director at Y&R Group Indonesia, meanwhile said, “Mini is a brand every creative would give all 20 fingers and toes to work on. And the client team is just fantastic to work with. Fingers and toes crossed, we can deliver great work on this iconic brand and help sell many cars.”
The Campaign Palace Jakarta was launched by Y&R as a boutique sister agency in October to further strengthen its integrated offering to clients across Asia. This is its second major new business win since its launch, following its win of the regional Sony Handycam account, announced in November.
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