MG Motor Australia launches new integrated ‘End of FUNancial Year’ campaign via JOY
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
8 Comments
Oh dear.
There’s a dude in 1993 blowing a party blower. The rest is price points. Not worth PRing, Joy.
Great name, great looking cars but the price point…I’m not sure..
I’m sure MG have done alot to get their cars to international standards but coming out of SIAC China.. anyone would hold reasonable doubts before handing over 23K… when the well proven Kia Kona is just 2K more.
Your pricing is going to work wonders if it were slightly south of 20K drive away and then incrementally increased over the years.
Just saying
ouch
Yikes. Even the guy in the lockup isn’t happy to be a part of this ad.
I’d rather take my chances with an MG than a ‘well-proven’ Kona. The only thing they have proven is that they have silly ads. I think your price point may be a bit off too. They’re an expensive pile of junk compared to the MG.
I bought an MGZS turbo 26,480, I’ve had it almost a year and bloody love it 😊
I think it’s a very clever ad. An accountant is very busy at this time of year. This shows their “joy” at a good deal. the 1993 guy is exactly fitting. That’s the point. It’s an ad targeted at Australians and it’s brilliant. The acting is great too