MG Motors

MG HS - TV Advert

Challenge

MG is the fastest growing mainstream manufacturer. This growth has been driven notably by their market leading EV products, but there is still a range of great value, practical, fun petrol vehicles available.

MG wanted to create a campaign that promoted particularly their two family SUVs; HS and ZS. At the same time creating awareness and consideration for the brand and these models as well as encourage customers to go online to find out more about the products. The ad needed to promote MG HS primarily with the electrified models playing a supporting role.

Solution

At PHM we edited and produced a TV advert that was UK compliant, to deliver a strong key message that HS represents an amazing package. Showcasing features and quality that go beyond the norm at similar price points.

Developing 10 and 30 second edits for TV and Video On Demand (VOD) as well as edits used to amplify MG Twitter trend takeover.

July 2nd, 2021, saw the release of the advert across, Euro 2020 games, Channel 4, Sky and other UK TV stations running into September, airing across the whole of Q3.

Outcomes

The outcome was a success, MG are still the fastest growing UK brand and the MG HS advert was responsible for the massive uplift in MG site visits, find a dealer, request a brochure and book a test drive. Helping MG create brand fame and drive incremental reach, gaining a 178% increase in impressions (search volume), 123% higher than projected.

MG ranked 3rd for Television Ratings (TVR) Share of Voice (SOV) across the airing period, even with competitors running at the same time with higher weighting TVRs. The advert helped MG’s journey to reach their 2021 targets. Showcasing a family car with sophisticated design and how with the MG brand you ‘Get More’.