MG Motor Australia has unveiled the next phase of its ZST SUV launch programme which is spearheaded by a new creative campaign – “There’s a New Model In Town” – developed by DO.
The new generation of MG owners are the inspiration behind the creative which tells the story of an MG ZST and its owner on a night out. As the MG ZST traverses urban streetscapes, its stunning design captures the attention of paparazzi as the new model arrives to its destination. Central to the creative is showcasing the MG ZST’s premium design and styling, high quality finishes and MG Pilot Driver Safety Technology. The creative will be supported with a media buy spanning TV, digital, radio and print.
“We are extremely proud and humbled to see the MG Motor brand continuing to grow at such pace in Australia and New Zealand,” said Danny Lenartic, Director of Marketing & Product Development MG Motor Australia & New Zealand.
“We are committed to continuing to build trust in the community and meeting customer demand by providing exceptional choice, outstanding value, premium design and advanced levels of technology and safety features.
“Following a teaser campaign and our first ever live-streamed launch via PR and Social Media in September, the ZST has been very well received by our customers with initial stock allocations snapped up by savvy buyers. Now that all our dealers have full stock levels we are accelerating our investment in our brand with this new creative.”
Commenting on the creative, Tom Ormes, Creative Director of DO said, “Having worked with the legendary MG Motor brand for the last few years it’s been great to see how they have evolved so quickly. The MG ZST packs a real punch, has some great technology and looks awesome too! The ‘There’s a New Model in Town’ campaign was about bringing all of that to the front. Developing it all with Simon Harsent and The Pool Collective was a great experience – their dedication to craft never waivers,” said Ormes.
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