MG Motor Marks 100 Years With Launch of the All-Electric Cyberster in New Campaign via JOY
This month, MG Motor is set to launch its highly anticipated all-electric roadster, the Cyberster, blending the brand’s iconic sports car heritage with cutting-edge electric technology. Australian agency JOY has led the creative and media strategy behind this landmark launch.
This groundbreaking release, coinciding with MG’s centenary, marks a milestone moment in automotive history as the brand celebrates 100 years of innovation and driving passion.
Says David Hearty, general manager, marketing performance at MG Motors: “We are thrilled to unveil our new electric roadster at such a significant moment for the brand. MG’s 100th anniversary marks a century of innovation, passion, and driving enjoyment. The Cyberster is a bold step into the future, where the thrill of the open road meets the responsibility of sustainable motoring.”
JOY has delivered an integrated, multi-channel campaign that seamlessly combines MG’s rich heritage with its forward-looking, electric future. With a dynamic mix of creative assets, the campaign weaves together modern film production and archival footage, vividly showcasing MG’s legacy while positioning the Cyberster as the next step in the brand’s evolution for Australia.
Says Amelia Thackway, general manager at JOY: “We’re incredibly proud to partner with MG Motors on this milestone launch. Our creative direction sought to honour MG’s sports car heritage while positioning them as pioneers in the electric vehicle space. The campaign is designed to mirror the premium nature of the Cyberster, with a media strategy focused on high-impact placements that maximise attention and reach. Premium partnerships across TV news and sport, digital outdoor, and high-impact print and digital channels launch from October 17, ensuring the Cyberster takes centre stage among MG’s discerning customer base.”
Adds Hearty: “After an extensive pitch process it was our pleasure to award this campaign to JOY. JOY’s campaign and media approach seamlessly blended the celebration of our 100 year anniversary with the excitement that a new car like the Cyberster brings to the market.”
Client: MG Motor Australia
MG Portfolio Manager: Brett Jones
Integrated Creative and Media Agency: JOY
General Manager: Amelia Thackway
Strategy: Andrew Wynne
Media Business Director: Elizabeth Zammit
Creative Director: Libby Young
Creative Group Account Director: Christine Lyall
Head of Production: Amar Narula
Editor: Ivan Lentall
Sound: Otis Studios