Next week, MG Motor is taking over Sydney rail with a domination at Central Station (Elizabeth St), as the historic marque launches a significant component of a large-scale campaign via JOY, designed to capture Sydney commuters in key transit corridors and showcase the MG brand.
The 10-week MG FUNancial Year Sale campaign has commenced with MG launching radio, outdoor, TV and digital advertising in a campaign designed to drive desire, and educate new customers on the affordable enjoyment of driving an MG.
Since launching in Australia, MG Motor has made an impact around the country. From east coast to west, in just three short years of Australian operations the British founded, international growing brand now has 32 Australian dealer partners, Q1 sales results at 501% up year-to-date, and this year expanded to New Zealand, now with four dealer partners locally.
The marque has seen steady and impressive growth domestically, harnessed by its appealing, low-cost models – including its popular MG ZS model available from $22,990 drive-away – and industry-leading seven-year unlimited kilometre warranty and roadside assist.
Says Danny Lenartic, marketing director, MG Motor Australia: “MG Motor is carefully building the brand in each market, tailoring the Sydney campaign to the media habits of auto intenders, whilst looking ahead to long term success. The purpose of this campaign is to stand out from the general end of financial year noise with a slightly different take on a standard retail methodology. This embodies the culture of MG Motor’s approach to motoring, and making it fun for life, for everybody.”
Says Jason Munro, senior account manager, JOY: “The concept of the creative was simple: take finance and make it fun. This brand and retail campaign were developed to prime car buyers with beautiful brand visuals that celebrate British style, while also promoting MG’s highly valuable FUNancial Year Sale offer.”
MG’s FUNancial Year Sale station domination can be seen at Central Station from Monday, 10 June to 7 July.
Danny Lenartic – Marketing Director – MG Motor Australia
Simon Rush – Principal – JOY
Andrew Wynne – Principal – JOY
Nicole Milward – Managing Partner – JOY
Nicolai Henriksen – Creative – JOY
Oscar Birken – Operations Director – JOY
Kath Hunter – Studio – JOY
Amelia Thackway – Business Director – JOY
Jason Munro – Senior Account Manager – JOY
Jessica Loi – Account Manager – JOY
Public Relations & Social Media – DEC PR