MG Motor / MG ZST /
New Model in Town
DO has helped the iconic MG Motors to create a brand steeped in heritage that offers cutting-edge, modern vehicles. We have created work across a range of MG cars, including the MG ZST, targeting consumers who craved a touch of refined elegance in their lives, and in their mid-sized SUV. We also needed to move a cynical Australian audience unsure about “cars made in China” to one which trusts in the brand.
THE WHY
The creative campaign “There’s a new model in town” was designed to highlight the premium features and stylishly practical nature of the MG ZST. More than just a TVC, the campaign ran in OOH, Digital and Social and Print.
THE WHAT
MG saw a sales increase of over 300%, resulting in the MG ZS not being far off becoming the first Chinese-made car to make it into the ‘Top 10 Most Popular’ models list. Since the campaign, MG has also impressively made it to the Top 10 biggest car brands in Australia, beating more established players like Subaru.
THE WOW
