Campaign embraces a youthful urban visual style with neon hues and taps into kinetic typography
MG Motor Europe, affiliate of parent company Shanghai Automobile Industry Corporation (SAIC Motor), is launching today its first fully-electric hatchback car, the MG4 Electric. A pan-European campaign, created by SuperHeroes, will showcase the no compromise electric car with the tagline: “MG4 Settle For More”.
The new campaign highlights the intelligent, dynamic and spacious car and aims to establish the MG4 Electric as the smart choice in the EV category.
“With the launch of the MG4 Electric, we are excited to welcome another new member to the MG family, our highly developed portfolio. For this campaign, we wanted to add fresh energy into the category, drawing consumers to the idea that electric driving can be accessible to anyone who is young at heart and ready to embrace an electric lifestyle.” says Natalia Borisova, Brand Manager at MG Motor Europe.
To communicate this, the campaign assets embrace a youthful urban visual style with neon hues and tap into kinetic typography. The visuals for this campaign are designed to stand out and disrupt, much like the MG4 Electric itself.
“In comparison with the other options on the market, the MG4 truly stood out as a no compromise electric car. We took the most common pain points that potential consumers face when considering an electric car and turned them into the key messaging for this campaign – Range, Style and Comfort. We hero those who never settle for average. Along with a distinctive film treatment, stunning visuals, carefully curated kinetic type, this is a campaign that we believe will resonate with both new and existing EV owners, and truly epitomise electric driving for all.” says Kosh Perera, Art Director at SuperHeroes Amsterdam.
Released in over 10 markets in Europe, it features a wide range of digital and TV materials as well as OOH and retail assets. This is the first creative output of the Agency’s collaboration with MG, following their appointment to the pan-European account in March 2022.
In conjunction with the launch, SuperHeroes also conceptualised and produced the digital premiere of the MG4 Electric, ‘The Drive EVolution’.