Carlie Smith - MG – CONCEPT, CAMPAIGN, DIGITAL

MG MOTOR AUSTRALIA

Australian Launch

PROBLEM

From the moment Cecil Kimber forged a shiny octagon around two iconic letters, MG emerged from its spiritual home – ‘Morris Garages’ – and into the hearts and minds of
car lovers the world over.

However, despite 93 proud years of UK motorsport heritage, MG was still relatively unknown in Australia – unless you were a baby boomer, in a car club…or in an RSL club (usually all three).

Compounding the problem was MG’s failure to launch syndrome: numerous ownership changes ‘Since 1924’, a Chinese takeover in 2006 and an unsuccessful local market return in 2013.

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 automotive psyche, MG needed to enter into the modern age with
a campaign to suit their modern cars.

To future-proof the marque’s sustainability, our overarching strategy was to first build franchises, but to do this, we knew we had to win over traditionally bottom-line-driven sheet metal salesman.

So we set out to ensure that MG dealerships were always engaged with the brand DNA and squarely (or, rather, ‘octagonally’) customer-focused – be it through our creative campaign, website design, point of sale, eDMS and, of course, the cars themselves.

MY MG3

My MG3 was a catch-cry for ‘personalisation’ using funky and stylish early adopters as brand ambassadors alongside customised colourful roof decal designs.

MG 6

The MG6 and its quirky array of long-limbed animated characters showed families there was always ‘Room for More’ in their lives, inside and out.

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.

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.