MG – new Automotive Creative Agency in Action

MG Motors approached bpi. ROK creative as their Automotive creative agency to launch their first SUV and a major component of their rejuvenation of the MG brand in the UK. As part of the launch strategy undertaken by ROK, the launch event was to showcase the new GS to motoring industry press and the MG dealer network. The challenge was to devise a theme for the event that would capture the fun aspect of the car’s DNA whilst creating the best environment to demonstrate the car’s abilities and characteristics.

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The theme was ‘All the fun of the fair’ which led with the headline ‘A Wondrous FUNtastic Experience’ which captured the fun aspect of the cars DNA, while allowing us to deliver the features, benefits and personality to the press and dealer network audience in a memorable and engaging way. Invites were sent to press members and dealers with a UV printed card along with a UV torch. This fun introduction was to set the scene for the whole event and included packs of old school candy being sent to invitees to ‘sweeten them up’.

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The GS is an SUV – a car just as capable in rural settings as nipping around town. The MG GS is for everyone, but especially families who want a fun family car to have some adventures in. What constitutes fun is highly subjective, so it was essential that fun factor of the GS is accessible and relevant to all age groups.

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“Probably the best invitation we’ve ever received”
Motor Trade Radio

A Sideshow Barker proclaims the fun, flexible SUV features as he incites journalists to roll up and see the show! Side-show attractions provided informal fun moments between Ted type talks and presentations on the new car. These were acted out by a family (the same family that features in the TV ads) as three scenarios on sets dressed to reflect the various trips and take the journalists on a journey showing all the GS offers families and point out the things they should look out for and enjoy as they test-drive the cars. The event, held over three days, was a stunning success and generated great press coverage and dealer engagement.

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