MG Motor / MG ZST /
New Model in Town
WHAT’S THE PROBLEM?
The much-loved MG brand is an icon of the automotive industry with a rich and respected heritage. However, the move to a more modern, cutting-edge vehicle has led a cynical Australian audience to be unsure about ‘cars made in China’.
WHAT WE FOUND
Within the market for mid-sized SUVs, there’s a craving for a touch of refined elegance in their lives.
DID IT DEFY ORDINARY.
We know there have been a few stunning models of our own that have captured the attention of Aussies. So, we played on this and created an eye-catching campaign to let people know there was a NEW MODEL IN TOWN, giving us a way in to highlight the style and premium features of the MG ZST.
HOW WE WENT/UNCOMMON RESULTS/THE WOW
Rolling out through OOH, Digital, Social and Print, MG saw a sales increase of 300%. It also came very close to being the only Chinese-made car to make it into the ‘TOP 10 MOST POPULAR MODELS’ list. MG has since made it into the TOP 10 BIGGEST CAR BRANDS in AUSTRALIA, beating the likes of Subaru.
