Independent integrated agency JOY has announced the launch of a new campaign for MG Motor which focuses on elevating personal expression, fashion and style with the hatchback, the MG3.
Leading independent integrated agency JOY today announced the launch of a new campaign for MG Motor that focuses on elevating personal expression, fashion and style with Australia’s best-selling sedan , the MG3.
The campaign was inspired by the bright and forward-thinking personalities of MG3 drivers, and draws on social media fashion trends to showcase their fashionable playful side with short videos on YouTube, TikTok, Facebook and Instagram, all with a fresh, edgy appeal. .
Playing off the popular social hashtag #GRWM (Get Ready with Me), the campaign uses #GRWMG3 to position the MG3 as the ultimate accessory to people’s daily makeover 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 recognized fashion and beauty influencers.
With impeccable styling credentials, the campaign shows how the MG3 is a believable part of the fashionable universe of these young women. By showing the public transforming into their brightest, funniest and most fashion-forward self with the MG3, the campaign showcases the popular lightweight sedan in a way that appeals to its trendy buyer.
The entire campaign was designed and executed by JOY, who created an end-to-end integrated creative media solution that accompanies the audience through a car buying journey. JOY has chosen Harry Glassborow as director of photography for the campaign, alongside an editorial team with indisputable stylistic credentials to ensure an authentic connection with the fashion world. The creation around the #GRWMG3 hashtag uses matching cuts and whipped up casseroles to convey a dynamic and active fashion shoot with exciting outfit transitions capturing the heart of Gen Z fashion.
Madeleine Bell, Brand Specialist at MG Motor, said: “We are delighted to be launching this latest campaign for the ever-popular MG3 across ANZ, and love how the team at JOY have captured the fun and stylish nature to both of the model and her audience: young, fun and fashionable women.
When asked how the campaign took shape, Katie Chandler, Social Media Manager at JOY, said: “We worked hard to crack the code to connect MG3 to its target audience. Women between the ages of 18 and 25 are all about self-expression. From their wardrobes to their Instagram feeds, what they post to the world reflects who they are. The brands they choose are no different. We developed this campaign to show how the inspiring and colorful MG3 fits into their fashionable and exciting lives.
The campaign is live on social media from August 1 and will continue for the rest of the year.
Customer: MG Motor Australia
National Marketing Director: Mark Vukoja
Brand specialist: Madeleine Bell
Marketing Assistant: Kiara Simonini
Agency (Creation & Media): Agence JOY
Creative Director: Phil Watson
Producer: Mark Thomas
Social Manager/Asst. Art Direction: Katie Chandler
Social Media Strategy: Katie Chandler
Social Media Manager: Tristan Byrnes
Senior Account Manager: Kate Chapman
Media Planner: Matilda Jesiolowski