It was an electrifying brief that came in the door when Thrive was tapped to manage the Always On PR & Social for MG Motor Australia. It continue to be a wild ride and our favourite milestone to date was the launch of the MG4 – MG’s hottest new EV and ultimately the Carsales 2023 Car of the Year.
We turbocharged our press office taking MG to second in EV share of voice, behind only Tesla. On launch day, we rolled out the bright orange carpet for select media and leveraged MG’s partnership at the South Sydney Rabbitohs Centre of Excellence in Sydney – in what was just the beginning of a spectacular drive event with Australia and New Zealand’s top automotive, lifestyle and industry media and VIPs.
Australia’s motoring media set out on a 300km spin down to the Southern Highlands and back, with lunch at Centennial Vineyard. Thrive managed end-to-end execution of the campaign in close collaboration with MG’s fast moving inhouse team.
Did it work? Did it ever. During launch week, thanks to 800+ media hits, MG4 led the ‘electric vehicle’ category in both search and news queries – and sales of the hotly anticipated hot hatch shot up 50%. Thrive’s sustainability and product campaigns for MG are forging ahead into 2024 and beyond.