Introduction.
MG is an iconic British motoring brand dating back to 1924, best known for sporty cars as well as saloons and coupes. Launching a new vehicle into an ever-busier market requires strategic thinking, even for such a legendary brand, so MG worked with De Bono Marketing’s team of creative, flexible, and efficient specialists to find a way to stand out from the crowd and win new sales.
Challenge.
MG wanted to position its new vehicle as the ideal option for consumers looking for a fun family car that provided value for money.
But with so much noise in the automotive sector, it was struggling to get noticed.
Solution.
Our team of specialists focused on designing a campaign targeted at the right audience:
1. Identifying Targets:
MG’s audience for this new vehicle was squarely aimed at families, so we put the consumer at the heart of our strategy and looked at what’s important to them and how they can select a vehicle that provides the solution to their problems.
2. Design Strategy:
We recommended a design solution that addressed the whole family and delivered messages that were relevant and positive in nature, simple, and on-brand. The funfair-themed campaign was designed to be classic, fun, and visually appealing, as well as attention-grabbing.
3. Development and Deployment:
This led to the development of a 360-degree communications campaign that made consumers' car buying journeys seamless, and included three TV advertisements, brochures, a website, an online advertising campaign, radio, social media content, PPC, SEO, PR, showroom collateral, and was kicked off with a three-day launch event to the press.
Gallery.
Results.
+82%
An 82% increase in dealer visits
+58%
58% rise in sales against annual targets
Conclusion.
Rising above the general noise of the automotive industry is a challenge for any brand, even one as beloved as MG. However, with the strategic advice and outside-the-box creative thinking of the De Bono Marketing specialist team, they were able to ensure that their launch campaign for the MG GS was a huge success. It drove footfall to dealers and franchises, and ensured that the company was selling more cars than ever before.
What did our client say...
De Bono Marketing’s specialist team client service support has been the best I’ve come across in all my years as a Marketing Director. Their innovative approach to creative and digital has played its part in the successful relaunch of MG in the UK and Chinese markets.
Matthew Cheyne
Marketing Director