MG Motor
- Automotive
Overview
BACKGROUND
From 2017—2021, Limegreentangerine were the lead creative agency responsible for all MG Motor brand and campaign work nationwide. It was a truly exciting time to be involved with the reviving of this famous and storied brand, a period that saw tremendous growth and the fastest-growing dealer network in the UK.
The work remit was extremely broad, everything from brand voice and brand development to cross-media campaign creative and art direction, illustration and animation, overseeing major product launches, press and dealer events, and radio and TV commercials… our work crossed every touchpoint. Working with excellent partners and client-side marketing team, it’s work we’re extremely proud to have created.
History
MG has always stood for fun, sporty, and affordable motoring. Whilst maintaining its design base in Longbridge, MG is now owned by the Chinese company SAIC, with a Head Office now open in Marylebone.
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. With the brand having lost its way for a period, it was this spirit we sought to weave back into the brand narratives through campaign creatives, starting with the launch of their new supermini, the MG3.
MG3
Today, tomorrow
However 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, and sporty. The strategy was tied to making the brand a hit with a younger audience, inevitably seeing that sentiment filter upwards, fostering a greater brand mobility.
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 (CTR) 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.
MGZS
Set for an electric future
#tomorrowatplay
Whilst our work spanned across the full vehicle range, campaigns developed, and pivoted with model, and the brand evolved, including the conception of a new age of electric motoring. A market in its infancy at the time, the launch of the disruptive ZSEV model, along with the campaign Tomorrow At Play helped push the MG brand’s voice.
Across every campaign we developed a single thread was common; a brand platform built on the foundations of MG being the leading high-value brand proposition. The results led to social traffic increasing by over 150%, new website users up by over 50%, and, crucially, new car registrations up by nearly 60%.
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 phenomenal and working with you has been very easy. We’re extremely pleased and look forward to continuing our relationship.
