Increasing MG sales by 61% through integrated campaigns

MG Motor UK is the UK arm of the historic MG car brand. At the time, its range included the MG3 supermini and the MG6.

MG wanted to show that it was a fun brand with something for everyone, and to turn that energy into sales across its dealer network, with results that could be tracked.

We designed two 360-degree marketing campaigns. Tracking was built in from the start, so return on investment could be measured and effort matched to results.

Campaign one: GO 3NJOY. Coloured squares and brightly personalised cars pushed the message that MG is a brand to enjoy, with 'GO P3RSONAL' showing how buyers could style their MG3 with colours, graphics packs and interiors.

Campaign two: the MG range. Building on the recognition of the first campaign, we used the MG3 to introduce the new MG6.

Both campaigns included national and local dealer advertising, direct mail and a TV ad. Online, we delivered a responsive website, animated web banners and homepage takeover skins. These were supported by product and accessories brochures, studio and location photography, image manipulation and a wide range of dealer assets, including decals, POS and showroom materials.

Sales rose by more than 61% and brand awareness grew. The redesign was very well received inside and outside the business, and dealerships showed strong demand for the new campaign assets.