MG has launched a new integrated marketing campaign for its “premium” intelligent EV brand known as “IM”.
The ‘Refined Intensity’ campaign, developed by Elevencom, will spotlight the IM5 sedan and IM6 mid-sized SUV.
“IM represents a bold new chapter in intelligent mobility – combining cutting-edge technology, progressive design, and human-centric innovation to redefine what Australians should expect from a premium electric vehicle.
“This campaign is about introducing Australians to a brand that combines intelligent technology, sophisticated design and genuine performance in a way that feels intriguing, premium and emotionally engaging. We’re proud to have this campaign out in market as we continue building momentum for IM in Australia.” said MG Motor Australia marketing director Dimitri Andreatidis.
Anchored by the creative platform ‘I Am’, the campaign has introduced a new visual identity and messaging direction. It was designed to establish IM as an aspirational new entrant in Australia’s premium EV landscape.
“The insight behind the new campaign is that IM customers are a lot like IM cars: powerful, elegant, intelligent, and not afraid to break away from the pack. We uncovered a powerful track with a vocal hook that echoes this insight and the IM brand. It’s the perfect foundation for the “I Am” device which captures the distinctive spirit of both the vehicles and their drivers,” Elevencom director of creative strategy Jono McCauley added.
The campaign will out nationally across BVOD, SVOD, digital out-of-home, Spotify, paid social, paid search and PR.
“For IM, we wanted to create a campaign that feels as advanced and sophisticated as the vehicles themselves. ‘Refined Intensity’ captures the balance between premium aesthetic, technology and performance that defines the IM brand. IM is still somewhat of an undiscovered gem in Australia, but for those who are in the know, these vehicles are very much a wolf in sheep’s clothing – delivering genuine performance wrapped in a refined, minimalist design language.
“This is one of the most ambitious campaigns we’ve launched for a new automotive brand in Australia, and it reflects the confidence we have in IM’s long term journey.” MG Motor Australia product marketing manager Garth Dawson added.
The national campaign will run through to 05 July 2026.
Credits
Elevencom
Director, Operations: John McLachlan
Director, Creative Strategy: Jono McCauley
Senior Writers: Tim Arrowsmith, Paul Dunne
Senior Art Directors: Daniel Crocetti, Susan Dearn
Designer: Renno Thenaya
Editor: Greg Eagle
Sound Engineer: Greg Crittenden, Take 2 Audio
Music Supervisor: Chris Chalmers, Charmed I’m Sure
MG Motor Australia
Dimitri Andreatidis, Marketing Director
Garth Dawson, Product Marketing Manager
DEC PR
Michael Henderson, CEO
Ashleigh Manion, Group Communications Director
Summer Ellis-Waldie, Communications Director
