Microlino 2026 Australian Launch Campaign
Strategic Marketing Communications Campaign - 'Half the Space, Twice the Life'
Campaign Rationale & Objectives
Rationale
Australia's EV adoption is hindered by three main factors:
- • High upfront cost
- • Range anxiety in urban environments
- • Scarcity of city parking (CPRC, 2023)
Microlino's Response
- • Price < AUD 40,000 (Ricker, 2024)
- • 230 km city range (Microlino, n.d.)
- • Fits in half a parking spot; standard outlet charging (Microlino, n.d.)
Objectives - #TwiceTheLife
Hierarchy of Effects:
- • Awareness: 60% aided recall (25–35 y.o. urban professionals)
- • Engagement: 5000 test-drive bookings
- • Conversion: 2000 pre-orders
Frameworks & Strategic Foundations
4 Marketing Funnel
1. Awareness stage
Building brand recognition
2. Engagement stage
Creating interest and consideration
3. Conversion
Driving purchase decisions
Hierarchy of Effects (Lavidge & Steiner, 1961)
Guides consumer journey from awareness to purchase
Tri-Component Attitude Model (Ajzen & Fishbein, 1980)
- Cognitive: Cost, Range, Parking
- Affective: Joy, Eco-pride
- Behavioral: Test-drive, Pre-order
Brand Equity Building (Keller, 1993)
Reinforce "Half the Space, Twice the Life" consistently across all touch-points
Build associations of affordability, sustainability, and joyful urban driving
Target Audience Profile
📍 Geographic
Sydney, Brisbane & Melbourne CBDs
👤 Demographic
25-45 yrs, income AUD 75-90k
🧠 Psychographic
Eco-conscious, tech-savvy, design-driven
🚗 Behavioral
Short-distance drivers, mobile-first, social sharers
User Persona
Alex Tran
Age: 29
Occupation: UX Designer at a fintech startup
Income: AUD 82,000/year
Location: Inner-city Melbourne
Goals
- • Reduce carbon footprint
- • Stand out with a unique car
- • Avoid parking stress
Pain Points
- • High EV prices
- • Lack of charging options
- • City parking frustration
Digital Presence
Preferred Platforms: Instagram, YouTube, TikTok
"I want an eco-friendly, stylish car that fits my city lifestyle without costing a fortune—or a parking battle."
Big Idea
Concept
"Half the Space, Twice the Life"
Product
A pocket-EV that shrinks the car
Benefits
Drivers gain time, space and unmistakable eco-style
Hashtag: #TwiceTheLife
Message Strategy & Appeals
Urban Mobility
Small, agile, easy to park
Affordability
Under AUD 40k
Playful Design
Stylish, joyful ownership
❤️ Emotional Appeals
- • Joy
- • Pride
- • Ease of city life
⚖️ Rational Appeals
- • Cost
- • Charging
- • Range
📚 Theoretical Support
Vakratsas & Ambler (1999): Effective ads blend emotion + logic
Hero Ad Storyboard
Problem
A driver stuck circling CBD, stressed
Solution
Microlino glides into half-size space, stress-free
Social Proof
Friends admire the vehicle's compact beauty
Action
Owner shares test-drive link with CTA overlay
Overlay: "Half the Space, Twice the Life - Book a Test Drive at microlino.com.au" CTA + Hashtag: #TwiceTheLife
Campaign Implementation
⭐ Awareness Phase
- • Digital billboards in CBD areas
- • Instagram and TikTok campaigns
🎯 Interest Phase
- • YouTube product demonstrations
- • Influencer partnerships
📍 Action Phase
- • Pop-up test drive events in Sydney and Melbourne
- • Online pre-order platform with special launch incentives
Expected Outcomes
Aided Recall
Among target demographic of 25-35 year old urban professionals
Test Drives
Bookings through campaign channels
Pre-orders
Direct conversions from the campaign
Campaign Tagline:
"Microlino: Leading the charge"
Drive the future, today.
Creative Strategy Rationale
Storytelling triggers affective response
Emotional connection through narrative structure
Experiential AR = emotional memory + earned media
Creating lasting impressions through interactive experiences
Rational anchors reduce decision hesitation
Providing logical justification for emotional decisions
Creative mapped to Hierarchy of Effects and Tri-Component Model
Strategic alignment with established marketing frameworks
Integrated Media Plan – 6-Week Flight
| Channel | PESO Role | Hierarchy Stage | KPI Target | Budget Share | Timing |
|---|---|---|---|---|---|
| Instagram & TikTok Reels (Paid) | Paid | Awareness → Engagement | 12M views, CTR ≥ 1.4% | 35% | Daily 5-8 pm, Weeks 1-6 |
| YouTube Shorts (Paid) | Paid | Awareness | 3M views | 10% | Weeks 1-3 burst |
| OOH Transit Shelters | Paid | Awareness → Knowledge | 6M impressions | 20% | 4-week flight, 24/7 |
| Micro-Influencer Vlogs | Earned | Preference | 2.5M views, 1% swipe-up | 8% (product contra) | Drops Wk 3 & 4 |
| Tiny EV Hunt (AR) | Shared | Engagement → Conviction | 3500 active hunters, 3000 UGC posts | 12% (dev + prizes) | Weeks 2-4 |
| Banner Bonus Programme | Shared/Owned | Conviction → Purchase | 1000 banner sign-ups | 5% | Launch Wk 3; active 6 mo |
| Microlino.com.au & CRM | Owned | Purchase | 5000 test-drives, 2000 pre-orders | 10% | Always-on, retarget Wk 5-6 |
6-Week Content & Flight Calendar
Week 1 – Hero Launch
Paid Reels & Shorts + OOH domination; landing page live.
Week 2 – AR Hunt Kick-off
IG Stories clues; paid reach reminder.
Week 3 – Influence & Banner Push
5 lifestyle creators drop vlogs; announce Banner Bonus across channels.
Week 4 – UGC Spotlight
Reshare best Hunt videos & banner pics; 'Hall of Fame' carousel; earned PR pitch.
Week 5 – Booking Surge
Retarget site visitors with dynamic ads; email countdown 'Last chance for 5% off'.
Week 6 – Pre-Order Finale
Live Q&A Reel with product lead; final 48-hour flash ad; influencers post follow-up stories.
Tiny EV Hunt Activation
Mechanics
- • Instagram AR filter hunt in 50 key urban spots
- • Daily clues via IG Stories
- • Players scan and find virtual Microlino models
Rewards
- • Top 1000: VIP Test Drive + 10% pre-order discount + Swag Pack
- • Top 4000: 5% discount + Swag Pack (stackable with Banner Bonus) and Test Drive
Road Banner Bonus
New Microlino buyers
Who display a "Half the Space, Twice the Life" rear-window banner for 6 months receive an extra 5% off—stackable with any Hunt reward earned.
Prospective buyers
Who place the same banner on their current car for 6 months earn a 3% voucher toward a future Microlino—also stackable.
Mobile Billboard
Each banner carries a QR code linking to the booking page, turning every participant into a mobile billboard.
Objectives Supported:
Awareness, Engagement, Conversion, Encourages UGC and emotional bonding
Campaign Evaluation & Conclusion
Aided Recall
Awareness KPI target
CTR
Engagement minimum target
AR Users
Engagement activity target
Pre-orders
Conversion ultimate goal
Weekly Optimisation:
Dashboard-driven media allocation (Rigby et al., 2018)
Conclusion:
This campaign fuses robust theory with playful creativity to move urban professionals seamlessly from awareness to purchase. Microlino empowers them to "Half the Space, Twice the Life." Thank you.
References
Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Prentice-Hall.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22. https://doi.org/10.1177/002224299305700101
Lavidge, R. J., & Steiner, G. A. (1961). A model for predictive measurements of advertising effectiveness. Journal of Marketing, 25(6), 59-62. https://doi.org/10.2307/1248516
Mintel. (2023). Australian urban consumer trends report 2023. Mintel Group Ltd.
NALSPA. (2022). Australian electric-vehicle consumer insights survey. National Automotive Leasing & Salary Packaging Association.
Rigby, D. K., Sutherland, J., & Noble, A. (2018). Agile at scale. Harvard Business Review, 96(3), 88-96.
Vakratsas, D., & Ambler, T. (1999). How advertising works: What do we really know? Journal of Marketing, 63(1), 26-43. https://doi.org/10.1177/002224299906300103
Ricker, T. (2024, March 14). Microlino electric bubble car review: urban delight. The Verge. https://www.theverge.com/24093189/microlino-review-microcar-specs-price
Microlino. (n.d.). Discover the microlino. https://microlino-car.com/en-us/microlino