MG Motor UK•

To support the launch of MG Motor UK’s first pure hybrid model, M3.agency were tasked with creating an engaging campaign that would deliver a compelling narrative; connecting MG’s audience on an emotional level, whilst striking the right balance of selling the features and benefits of the new model.

A further challenge to the brief was to ensure that the launch campaign could be adopted by MG Motor EU and resonate at a Pan-European level. This encompassed ensuring all photography and film footage was to EU specification and supplying all launch assets in formats adaptable to all local markets.

The creative team got to work crafting a concept that put the MG3 Hybrid+ front and centre, developing a campaign that met the brief; promoting both the key features of the car and emitting a strong emotional message:

The new MG3 Hybrid+ gives you a ‘Feel Good’ you just can’t hide.

The TVC narrative gives the MG3 Hybrid+ an inner voice. Switching the focus from actors and putting the car front and centre as the star of the advert. This creative device empowered the car to sell her own features and benefits, whilst exploring the emotional connection with her owner Katie. Delivering a unique perspective on just how good it feels to drive this vehicle.

We developed a CGI “Feel good” aura that is visually emitted by the new MG driver when interacting with their car. A vibrant on-screen manifestation of positive emotion and pleasure.

Working with our film partner Lambda and their VFX specialist team, we lovingly crafting everything from the colour, texture and transparency, to how the orbs behave around people.

The TV production was shot in two key locations, Birmingham City Centre (multiple sites in Brindley Place) and Sutton Park, in Sutton Coldfield. Not only did the UK’s ‘second city’ offer the perfect Pan-European, continental backdrop to achieve the film & photography requirements, but also provided a unique location with strong links to MG’s motoring heritage.

A comprehensive 360o launch campaign that was brought to life through lifestyle & studio photography, TV, radio, printed press, digital OOH, dealership support POS, in conjunction with digital activation across various, channels including both programmatic and social media.

Premium media spot plan, widespread coverage across press and some of the best results MG have seen for a new launch. Within the first month they had achieved

1,055 total leads since launch including 808 test drives

26,827 unique users to MG3 Hybrid+ product page since launch.

Our meticulous planning and attention to detail ensured the launch campaign was delivered on time, in budget and remained true to the original concept. Overall, our “Feel good” campaign is the perfect combination of an award worthy creative concept, beautiful, engaging visuals, all delivered by our experienced M3 teams.

Release your ‘Feel Good’ with the new MG3 Hybrid+