The Brief

Generate positive brand awareness by highlighting the MG badge, English Heritage & new MG range at Brisbane’s EKKA in 2018 and 2019. 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-introduce MG brand into Australia 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 in 2018 and further cemented the brand in 2019. 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.

In 2018, a custom 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.

While in 2019, we created an engaging space integrating MG Motor’s partnership with the Brisbane Bullets and the NBL. A bespoke basketball  court was created with children encouraged to play across the day and sign up to battle it out at 4.30pm against each other and key Brisbane Bullets players for the chance to set off the nightly fireworks in the main arena each night over 10 days.

2018 Results:

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 in the space rather than three resulting in 12 additional car sales.

2019 Results:

Exceeded sales targets, captured over 500 families details in the basketball competition, 230 $1000 cheques were handed generating 230 qualified sales leads and 10 families were treated as VIPs for the fireworks competition.