Independent integrated agency JOY has announced the launch of a new campaign for MG Motor that focuses on elevating personal expression, fashion and style with Australia’s top selling hatchback, the MG3.
The campaign was inspired by the bright and fashion-forward personalities of MG3 drivers, and leans into social media fashion trends to showcase their trendy playfulness with short-form videos on YouTube, TikTok, Facebook and Instagram, all with fresh, fashion-forward appeal.
Playing on the popular social hashtag #GRWM (Get Ready with Me), the campaign utilises #GRWMG3 to position the MG3 as the ultimate accessory to people’s daily transformation routine, targeting young, socially savvy women aged 18-25 in a fun and relevant way. Alongside a social-first approach, the campaign also brings the brand to life for customers via recognised fashion and beauty influencers.
The campaign shows how the MG3 is a credible part of the fashionable world of these young women. By showing the audience transforming into their brightest, most playful and fashion-forward self with the MG3, the campaign presents the popular light hatchback in a manner that appeals to its trendy buyer.
The entire campaign was conceived and executed by JOY, who created an end-to-end, integrated creative media solution that carries the audience through a car buying journey. JOY handpicked Harry Glassborow as director of photography for the campaign, alongside an editorial team with unquestionable stylistic credentials to ensure an authentic connection to the fashion world. The creative around the #GRWMG3 hashtag uses match cuts and whip pans to convey a dynamic, active fashion shoot featuring exciting outfit transitions capturing the core of Gen Z fashion.
Madeleine Bell, brand specialist at MG Motor, said, “We’re excited to launch this latest campaign for the ever-popular MG3 across ANZ, and love the way the team at JOY have captured the fun and stylish nature both of the model and its audience: young, fun, fashionable women.”
Katie Chandler, head of docial at JOY, said: “We worked hard to crack the code to connecting MG3 to its core audience. Women aged 18-25 are all about self-expression. From their wardrobes to their Instagram feeds, what they put out into the world reflects who they are. The brands they choose are no different. We developed this campaign to showcase how the inspiring and colourful MG3 fits into their fashionable and exciting lives.”
The campaign drops across social media channels from August 1st and will run for the rest of the year.
Client: MG Motor Australia
National Marketing Manager: Mark Vukoja
Brand Specialist: Madeleine Bell
Marketing Assistant: Kiara Simonini
Agency (Creative & Media): JOY Agency
Creative Director: Phil Watson
Producer: Mark Thomas
Head of Social/Asst. Art Direction: Katie Chandler
Social Media Strategy: Katie Chandler
Social Media Manager: Tristan Byrnes
Senior Account Director: Kate Chapman
Media planner: Matilda Jesiolowski
Producer: Gary Saunders
Director & DOP: Harry Glassborow
Optus has announced world-champion tennis player Ash Barty as its chief of inspiration, Barty’s first new partnership since her retirement from professional tennis in March. The partnership will see Barty feature in a mix of content initiatives, employee engagement programs and community-focused campaigns to connect Australians and inspire them to say “yes” to their dreams, […]
Lisa Ronson has announced she’s is leaving her role at Coles as the chief marketing officer. Ronson is out of the trolley and into the fire, as they say! Ronson announced the news via Linkedin: “It’s with sadness today that I announce I’ve decided to move on from Coles Group to pursue a number of […]
Tourism New Zealand has unveiled its first global campaign in two years, IF YOU SEEK – the country’s invitation to international visitors. Launched today in core visitor markets such as Australia and the United States, IF YOU SEEK explores perspectives unfamiliar to the travel category; enticing audiences to explore Aotearoa New Zealand via glimpses of […]
Following a competitive pitch, retail group Godfreys has announced the appointment of independent creative agency Hardhat. Following two years of growth, with the business now sitting at more than 150 stores and 3 million customers, Godfreys has set about transforming its retail stores to more accurately reflect the business’ category leadership and expertise. At the […]
Rural and regional women who have excelled in making their communities better places to live and work are set to be celebrated with the launch of the Shine Awards, a six-year partnership between rural and regional newspaper, The Weekly Times, and Harvey Norman. Readers are being asked to share their stories and nominate the unsung […]
The Outdoor Media Association (OMA) has this month welcomed Blue Tongue Outdoor, SureVision and Veridooh as the latest companies to join the Association. Speaking about the three new members, Charmaine Moldrich, OMA CEO said: “We’re pleased to announce our continued expansion includes media owners, suppliers and adtech. Blue Tongue Outdoor is our first South Australia […]
Data-driven, CX agency Cheil has teamed up with Samsung Australia for the unveiling of Samsung’s latest Galaxy Z Series, the Galaxy Z Fold4 and Galaxy Z Flip4, at one of Australia’s busiest shopping centres, The GPT Group’s Melbourne Central. The ‘Unfold your world’ takeover, which consists of a 64sqm pop-up store in the center of […]
Nespresso is today calling for entries to the Australian StartCup Challenge, a new competition which supports and rewards innovative, circular business ideas. The challenge is open to pioneering start-ups and SMEs from any sector or industry to pitch their circular solutions for review by an expert jury and then via public vote for the chance […]
Australian new car website, CarExpert.com.au has today completed the strategic acquisition of PriceMyCar.com.au, accelerating the company from online publisher to new car marketplace. The acquisition is for 100 per cent of the business at a purchase price of $4 million. This is a mixture of an upfront payment with a two-year earn-out period which will […]
Crowe LLP, a public accounting, consulting and technology firm in the U.S. with offices around the world, has debuted a new integrated brand platform entitled “Embrace Volatility.” The campaign, which seeks to flip the perception that volatility is something to fear to something that creates opportunity, was developed by StrawberryFrog in its first project for […]
Digital experience platform (DXP) provider Optimizely has announced it was named a Strong Performer in The Forrester WaveTM: Marketing Resource Management, Q3 2022. The report states that, “Welcome’s legacy in content marketing and editorial shines through in its ample content and people management offerings. And its superior innovation roadmap plans, to employ AI for content […]
Having racked up over 1 million paying subscribers since the release of Snapchat+, a paid subscription service complementing the communication app, Snapchat has announced a number of new features to further reward its user base. The newly added services include priority story replies, which highlights a users responses to Snap Stars; an option to show […]