AGENCY: AFFINITY

CHALLENGE

MG has undergone numerous ownership changes ‘Since 1924’, a Chinese takeover in 2006 and an unsuccessful local market return in 2013. As a result, MG was still relatively unknown in Australia – unless you were a baby boomer or a car enthusiast.

Our challenge was to rid MG of its identity crisis and resurge the iconic British badge into the Australian market with the launch of the 2017 MG 3 hatch and 2017 MG 6 fastback.

SOLUTION

Despite a checkered past, MG needed to enter into the modern age with a campaign to suit their modern cars so we set out to ensure that MG dealerships were always engaged with the brand DNA– be it through our creative campaign, website design, point of sale, eDMS and, of course, the cars themselves.

MY MG3
TARGET AUDIENCE: 18-25 years old

My MG3 was a catch-cry for ‘personalisation’ using stylish early adopters as brand ambassadors alongside customised colourful roof decal designs. The concept utilised our target audiences obsession with staying on trend by capturing the look, feel and energy of a fashion photoshoot.

PERSONALISATION

Noticing the stock roof decals weren’t fully reflective of our personalisation positioning, we went the extra mile and designed a limited edition custom range that vividly embraced the youthful spirit of our target audience.

RESULTS

Campaign Impressions: 34,719,753
Reach: 3,359,536
Cost Per Click: $1.49
Clicks: 91,067
Click Through Rate: 0.26%
Web Form Completes: 527
Cost Per Lead: $257.29

“THE CREATIVE IS EXACTLY WHAT WE DIDN’T WANT — IF WE WERE ANOTHER CAR BRAND. BUT WE’RE MG, AND WE WANTED DIFFERENT. THE MG3 WORK IS FUN AND FRESH AND SCREAMS PERSONALISATION, WHILE THOSE WHACKY MG6 CREATURES PUT A SMILE ON YOUR FACE. IT’S HELPED US RE-ESTABLISH MG IN AUSTRALIA AND BEST OF ALL IT’S TOTALLY UNEXPECTED — WHICH IS EXACTLY WHAT WE WERE AFTER.”

— DANNY LENARTIC, Senior Brand Manager, MG Australia