After establishing itself as a key player in the Australian auto market, MG has its sights set on becoming a top three car brand nationally. To broaden its position, they’ve launched into the Ute category with the all-new, lifestyle-focussed MGU9.
Brief:
Layers was invited to craft a high-impact, global launch event for the MGU9, designed to showcase the vehicle exemplifing the Australian lifestyle while driving national awareness and solidifying MG’s market presence.
The event was to be attended by auto journalists, dealer partners, influencers and content creators, catering to the needs of all of these guests while also rolling out the red carpet for MG’s global chairman and senior team.
The Concept:
With the Central Coast’s stunning Glenworth Valley as the backdrop, a select group of guests, journalists and VIPs we’re invited to a wholistic launch event for the MGU9.
With ample vehicles on display, guests gathered for refreshments and a product presentation before heading out to experience the vehicle across four technical drive trials. Upon completion, lunch was served amongst a backdrop of lifestyle and recreation activities that channeled the spirit of the MGU9 - including axe throwing, whip cracking, damper cooking, s’more roasting and live music.
The significance of the MGU9’s launch was highlighted by the attendance of MG’s global chairman and senior leadership team, as well as MG’s Australian CEO, Peter Ciao. With this in mind, Layers orchestrated a separate event itinerary with premium catering to run concurrently for the VIP guests.
Mr. Ciao himself took to stage to reveal the price of the MGU9, with the announcement punctuated by the photo-ready arrival of a horse and motorcycle to flank his donning of a classic Australian akubra hat.
With the Layers content team on hand to capture the day’s activities (as well as catering for each individual reviewer’s needs), we created a suite of photography and video content - including a supercut extended asset for playback at MG dealers across the globe.
As the day concluded, guests enjoyed a unique cinematic of more than 200 horses running through the property, surrounding the MGU9’s on display and concluding the launch with an iconic last impression.
