The Brief

Generate positive brand awareness by highlighting the MG badge, English Heritage & new MG range at Brisbane’s EKKA. Display four key models to showcase features and affordability to drive sale, as well as engage families with a fun promotional mechanic to set off the nightly fireworks.

The Solution

GetJackD! Media’s objective was to re-introduced MG brand into Australia (in particular Queensland) via a stylised space that highlights the evolution of the brand whilst paying homage to its English Heritage, introducing The MG Meeting Tree.

The MG Meeting Tree was a key destination at EKKA 2018. Located on Gregory Terrace and King Street, we created a relaxed and inviting space for families to enjoy.

Seating was provided around the tree along with umbrellas, a dedicated sales area and garden games for kids to play with as parents chatted to MG sales staff about priority vehicles. A piñata competition was a large attraction in the space, drawing a crowd each day at 3:30pm. The child that broke the piñata each day set off the nightly fireworks in the main arena.

Exceeded sales targets by 3.5 times 2017 numbers, 250 families participated in the piñata competition and 10 kids set off the fireworks over the 10 days. GetJackD! Media also helped negotiate four cars positioned in the space rather than three resulting in additional car sales.