AGENCY: AFFINITY

PROBLEM

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.

MG 6
TARGET AUDIENCE: Families / people wanting to upgrade from a small to large car

The MG6 was competitively priced to beat other large cars (as well as many small cars) so we recognised that it would be the perfect fit for people wanting to make the transition from small to large without breaking the bank– families. The main reason for this upgrade is extra space. Room for holidays, sport, friends,  shopping... MORE. Our concept dramatised this reason to buy, featuring families of outrageous animals with extra limbs and proportions and delivering a fun and unusual visual. 

CAMPAIGN EXTENSION

This idea involves targeting people on popular used car sites such as carsales.com.au. We will use data to target consumers who are looking to buy a used car within the MG price range, challenging them to upgrade to a new MG3 or MG6 for a similar price.

SOCIAL EXTENSION

A social media event where our target audience gets involved by choosing the most interesting things to fill the MG6, and it's class-leading legroom.

An example may be jellybeans. We would create content by filming the MG6 being filled with jellybeans then make a simple cinemagraph GIF where an endless flow of jellybeans pours out of the car in slow motion. 

To win an MG6, we then extend the social engagement by asking our target market to guess how many jelly beans fit in.

WEBSITE DESIGN

As part of the launch, we were engaged to design and build the MG Motor Australia website, reinforcing the customer journey through all touch points.

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