Learning with industry: RMIT and MINI Australia

Learning with industry: RMIT and MINI Australia

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 Diploma of Marketing and Communication 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”.

Paige Sobczyk providing mentorship to two students Students worked with recent Diploma of Marketing and Communication graduate Paige Sobczyk (left) who provided mentorship during the process.

The other winning concept, by Thomas French, Callum Taylor, Liam Conrad and Luke Greenwood, included unique digital marketing strategies such as working with influencers and utilising the livestreaming platform Twitch.

French said the experience had given him a better understanding of the industry.

“It’s also a great motivation, as you can see where you can go from here as a marketing student.”

Gohil, who engaged with students throughout the process, said he was impressed with the calibre of the students’ pitches.

“MINI is thrilled to collaborate with RMIT students and support their education journey,” he said.

“MINI’s inventive spirit created a cult car known and celebrated by many, and this spirit lives on to continue to challenge the status quo and uplift lives.

“Briefing RMIT students on a real-world challenge enables MINI to bring a fresh perspective to our marketing communications and look at how a younger demographic would promote MINI’s range of vehicles as the range goes fully electric by 2030.”


Story by: Wen Yee Ang 


  • Business
  • Industry
  • Student experience
  • Media & Communication

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RMIT University acknowledges the people of the Woi wurrung and Boon wurrung language groups of the eastern Kulin Nation on whose unceded lands we conduct the business of the University. RMIT University respectfully acknowledges their Ancestors and Elders, past and present. RMIT also acknowledges the Traditional Custodians and their Ancestors of the lands and waters across Australia where we conduct our business - Artwork 'Luwaytini' by Mark Cleaver, Palawa.