MG Motor Australia has partnered with Elevencom to develop a new integrated marketing campaign to launch its premium EV brand known as “IM”.
Anchored by the creative platform ‘I Am’, the campaign is designed to establish IM as an aspirational new entrant in Australia’s premium EV landscape.
“The insight behind the new campaign is the fact 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 said.
The campaign launches nationally across BVOD, SVOD, digital out-of-home, Spotify, paid social, paid search and PR.
