Auto Case Study

MG Motors finds serious buyers with in-society car displays

Objective

MG Motors, a leading automotive brand, aimed to create awareness about their new car models and encourage potential customers to experience their offerings through test drives. The primary goal was to directly engage with a premium audience and showcase their cars’ innovative features. By partnering with Mygate, MG Motors sought to target gated community residents and convert awareness into tangible results such as test drives and bookings.

Process

MG Motors partnered with Mygate to design a focused and strategic campaign that blended on-ground activation with targeted communication:

  • Strategic Society Targeting:
    Mygate provided insights to MG Motors, helping them identify premium gated communities across major metro cities. Societies were shortlisted based on factors such as the premiumness of homes, current car ownership patterns, and the residents’ potential to purchase high-end vehicles.

  • Pre-Hype Campaign:
    MG Motors used Mygate’s notification system to send pre-hype messages to residents. These notifications informed them about upcoming in-society car displays, generating excitement and encouraging them to register for test drives via the Mygate app.

  • On-Ground Activation:

    • In-Society Car Displays: MG Motors organized over 150 car displays in targeted societies, offering residents a close-up view of their new car models.
    • Interactive Kiosks: Kiosks were set up alongside car displays, enabling residents to learn more about the features, specifications, and financing options.

Test Drive Registrations: Residents could sign up for test drives on the spot, facilitated by MG Motors’ representatives.

Result

The collaboration between MG Motors and Mygate achieved remarkable success:

  • Extensive Reach:
    • 150+ Car Displays were organized across major metro cities, ensuring MG Motors’ brand presence in premium societies.
  • High Engagement:
    • 500+ Test Drives were conducted, allowing potential buyers to experience the cars’ performance and features firsthand.
    • The pre-hype campaign and on-ground activations resulted in significant footfall at the car displays.
  • Sales Conversions:
    • MG Motors received 5 on-the-spot bookings, a strong indicator of the campaign’s success in converting awareness into purchase decisions.

This collaboration highlighted the power of localized, targeted engagement in reaching premium audiences. By leveraging Mygate’s platform and community insights, MG Motors not only increased awareness but also drove meaningful interactions and sales, making the campaign a major success.