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MG MOTOR Australia has launched its all-important new HS SUV in the unlikely scenario of barely compatible couples seeking love on TV reality show ‘Married at First Sight’.

The similarity ends there. The MG HS, which replaces the previous GS model, has come upmarket and the mission for its creative campaign was to ensure the vehicle reaches its style-oriented market.

The campaign started this month with a TVC aired during the program, created by The General Store, which was appointed to the MG account in December.

The TVC will be supported with digital, radio, print and out-of-home advertising and extend to a marketing program of retail activation, further media activity and links with MG’s sponsorships including the NBL.

MG Motor Australia marketing and product director Danny Lenartic, speaking to Campaign Brief magazine, said: “We faced a number of marketing challenges from the very start as the MG HS represents a new standard in performance, style and safety tech for MG.”

Production was done by Heckler headed by director Tom Corbett, with media strategy for TV by Nunn Media.

By Neil Dowling

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