New MG3 | Campaign | Limegreentangerine

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MG UK

Colour the Road…

Background

Built on a proud history dating back nearly a century, Morris Garages (MG) is one of the most renowned, quintessential and enduring British brands. With a loyal following of enthusiasts, its storied and romantic motoring legacy can be traced back to its gloriously rorty 1920s roadsters.

MG has always stood for fun, sporty and affordable motoring. Whilst maintaining its design base in Longbridge, MG is now owned by Chinese company SAIC. Their dealer network is the fastest growing in the UK and with a new Head Office now open in Marylebone, they are primed for big things in 2019.

In August 2018, the company announced a significant refresh to their MG3 supermini, asking Limegreentangerine with partners PHM to conceive engaging creative, supporting the UK-wide launch.

The new MG3 visual package is vibrant and assured; well specced, superb value and excellent performance. With its sporty credentials and new, aggressively designed grille, the car is well placed to weave an uplifting, surprising narrative—a bold reassertion; appealing to a youthful, style and value-conscious driver.

As an excellent supermini option, the campaign is an opportunity to capture a new generation of buyers that have no relationship with the MG heritage, writing another chapter to the story of a unique brand whilst helping resist competitive pressure.

Rather than trade off its past, the MG3 needed to capture a new MG cool, tapping into a contemporary zeitgeist and carving its own place in the market; fun, affordable, sporty. Making it a hit with a younger audience will filter upwards and foster brand mobility.

Copy lines harness the element of surprise, controlling the narrative and spinning it to ‘‘surprisingly well-specced’’, ‘‘surprisingly fun to drive’’, ‘‘surprisingly incredible value’’… OMG too, is a memorably simple tag, embracing an exclamation and playing on MG whilst hijacking common vernacular.

Colour the Road

Colour, youthful spirit, ambition, life, passion, fun and diversity are all key brand drivers moving MG forward. LGT conceived Colour the Road as an underpinning of the MG spirit. CTR acts as a threaded, spirited campaign sign off that will build across the range of models; a statement of inspiring vivacity; a call to make your own mark, tread your own path and dance to your own bass line. It hails individualism and positivity, an uplifting journey driven by a personalised MG.

Bridging an energised illustrative visual style, Colour The Road is a call-to-action statement that speaks, in part, of the car’s personalisation options; the touch screen monitor with Apple CarPlay; the confidence of a 7 year warranty; but also of an alignment to a brand spirit with vividity, freedom, joy and purpose. It suggests a journey and drives an emotive reaction. It’s the distinctive spirit of the MG3 in the wild, accentuated by a visually rich carnival of colour.

Coverage

Starting at a staged three day press and dealer launch event at Forest of Arden resort, the campaign roll-out has encompassed teaser and launch graphics, outdoor, print, digital, social and HMTL5 ads, radio scripting and production, print and display collateral, dealer support assets and a YouTube advert delivered in partnership with PHM.

Early results brand-wide are encouraging, with MG reporting Q3 sales volume beating last years by over 80%.

Consistently going above and beyond, the care the team put in really showed and you’ve earned our absolute trust. The campaign feedback has been great and working with you has been very easy. We’re extremely pleased and look forward to continuing our relationship. Daniel Gregorious, UK Brand & Marketing Manager

The new MG3

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Background

Colour the Road

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