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MG3 & MG ZS ‘Living With’

Challenge

Raise awareness of two key models in the reborn MG brand’s line-up – the compact MG3 hatchback, and the family-friendly MG ZS SUV.

 

Challenge

Raise awareness of two key models in the reborn MG brand’s line-up – the compact MG3 hatchback, and the family-friendly MG ZS SUV.

 

Idea

With a challenger brand like MG, a great way to raise awareness and change perceptions is through the lens of ‘real people like me’ – using peer-to-peer recommendation to highlight key product features and USPs.

The tone, look and feel of our content was also crucial – avoiding the cliché of cars with a low RRP being thought of as ‘budget’ or ‘cheap’.

Instead, knowing that cars like the MG3 and MG ZS are ‘tools’ that are worked hard every day, we focused on the levels of equipment in MGs and their practicality and ease-of-use.

We recruited real families from our audience, and gave them an MG for an extended period – asking them to film all their activities in a style reminiscent of vloggers and influencers, while adding vox-pop interviews for more in-depth and considered impressions.

We supported this with studio walkarounds, which offered more in-depth and expert editorial-style insight into MG’s key features. 

Idea

With a challenger brand like MG, a great way to raise awareness and change perceptions is through the lens of ‘real people like me’ – using peer-to-peer recommendation to highlight key product features and USPs.

The tone, look and feel of our content was also crucial – avoiding the cliché of cars with a low RRP being thought of as ‘budget’ or ‘cheap’. Instead, knowing that cars like the MG3 and MG ZS are ‘tools’ that are worked hard every day, we focused on the levels of equipment in MGs and their practicality and ease-of-use.

We recruited real families from our audience, and gave them an MG for an extended period – asking them to film all their activities in a style reminiscent of vloggers and influencers, while adding vox-pop interviews for more in-depth and considered impressions.

We supported this with studio walkarounds, which offered more in-depth and expert editorial-style insight into MG’s key features.

 

Content

7 Days In The MG3

The best way to find out whether a car is right for you is to spend some quality time with it. That’s why we gave the new MG3 to the Judd family for a full week. As dad Nick, mum Vicky and their two boys Charlie and Rory found, it’s a perfect hatchback for busy families. Despite its stylish and sporty compact city-friendly dimensions, there’s lots of room for kids and friends in the rear – as well as plenty of storage space in the boot and in the cabin for all that life throws at you.

 

7 Days In The MG ZS

It takes time to discover all the great features of a new car. The MG ZS, for example, blends eye-catching design and city-friendly dimensions with a spacious, stylish and practical interior that is packed with lots of tech. There’s a lot to take in – which is why we gave it to the Judd family to use for a full week. As dad Nick, mum Vicky, and their two boys Charlie and Rory found, it’s the perfect compact SUV for growing families with lots on their plate.

MG3: Under The Spotlight

Bright, bold and fun, the MG3 is an affordable supermini that’s perfect for those who want to stand out from the crowd.
MG has long maintained a reputation for crafting iconic, sporty small cars, and the MG3 continues that tradition with a city-friendly hatchback that’s good to drive and affordable to own.
It’s also well equipped, giving motorists who are looking for a feature-packed small hatchback everything they could wish for without breaking the bank.

The MG ZS: Under The Spotlight

Big on space and style, the MG ZS is one of the most spacious models in the compact SUV class, with plenty of room for growing families and their belongings.

The interior is also packed with an impressive array of standard features you may not expect from its affordable price tag, while the chassis has been tuned with Britain’s roads in mind, meaning you can take the rough with the smooth – either out on the open road, or on the school run.

7 Days In The MG3

The best way to find out whether a car is right for you is to spend some quality time with it. That’s why we gave the new MG3 to the Judd family for a full week. As dad Nick, mum Vicky and their two boys Charlie and Rory found, it’s a perfect hatchback for busy families. Despite its stylish and sporty compact city-friendly dimensions, there’s lots of room for kids and friends in the rear – as well as plenty of storage space in the boot and in the cabin for all that life throws at you.

 

7 Days In The MG ZS

It takes time to discover all the great features of a new car. The MG ZS, for example, blends eye-catching design and city-friendly dimensions with a spacious, stylish and practical interior that is packed with lots of tech. There’s a lot to take in – which is why we gave it to the Judd family to use for a full week. As dad Nick, mum Vicky, and their two boys Charlie and Rory found, it’s the perfect compact SUV for growing families with lots on their plate.

 

MG3: UNDER THE SPOTLIGHT

Bright, bold and fun, the MG3 is an affordable supermini that’s perfect for those who want to stand out from the crowd. MG has long maintained a reputation for crafting iconic, sporty small cars, and the MG3 continues that tradition with a city-friendly hatchback that’s good to drive and affordable to own.
It’s also well equipped, giving motorists who are looking for a feature-packed small hatchback everything they could wish for without breaking the bank.

 

MG ZS: UNDER THE SPOTLIGHT

Big on space and style, the MG ZS is one of the most spacious models in the compact SUV class, with plenty of room for growing families and their belongings.
The interior is also packed with an impressive array of standard features you may not expect from its affordable price tag, while the chassis has been tuned with Britain’s roads in mind, meaning you can take the rough with the smooth – either out on the open road, or on the school run.

 

Results

Thanks to a campaign that reached the full breadth of our audience through display ads, social content, newsletter posts and promoted native stories, our MG campaign videos attracted over 124,000 views on our YouTube channels – generating over 3,000 hours of exposure for MG with our readers.

MG also used our content on their own channels, generating 125,000 more views.

Results

Thanks to a campaign that reached the full breadth of our audience through display ads, social content, newsletter posts and promoted native stories, our MG campaign videos attracted over 124,000 views on our YouTube channels – generating over 3,000 hours of exposure for MG with our readers.

MG also used our content on their own channels, generating 125,000 more views.

Output

6x long-form videos
2x short-form cutdowns
6x promoted stories
6x display ads
12x social posts
6x newsletter posts

Output

6x long-form videos
2x short-form cutdowns
6x promoted stories
6x display ads
12x social posts
6x newsletter posts

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We work closely with our clients to craft and deliver native content campaigns that are specifically tailored to engage our audiences of in-market car buyers and passionate enthusiasts – and precision-targeted to deliver impressive results.

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