MG ZS EV TV launch
- Automotive
Overview
Challenge
Limegreentangerine worked with MG Motor (MG) to bring to life their new electric SUV, the ZS EV, to the small screen. This was both the first electric SUV and the first SUV priced at below £25k available in the UK market.
Working with partners, London-based marketing consultancy PHM Group and illustrators, Hend & Lamiaa, the advert homes in on MG’s core brand values; family, fun and great value. The result is a distinct and uplifting commercial that’s underpinned by the value mantra of MG. 10", 30" and 60" ads, carrying an ‘electric is for all’ message, aired in the autumn of 2019 throughout the UK.
Early concept sketches
Insights
Charged by results
Pre-registrations were sold out before the MG ZS EV hit the UK dealers. On the first day the ad was launched, an 230% increase in online dealer searches securing over 150 reservations. Not only did the ad lead to a 159% YOY increase in website sessions, with test drive requests rising by 975% across the range, smashing all targets. This led to MG having its most successful year yet, with brand sales up 45% YOY.
Working with the team on this project has been fantastic, right from the initial pitch process through to implementation – they not only saw the importance of brand, tone of voice, and storytelling, but also needing to produce a commercial which is aligned with our overall sales strategy. The result is a stunning commercial which we feel completely encapsulates our brand and will speak to our target audiences in the right way.
