Driving the electric movement.

A campaign that put drivers at the forefront of the electric lifestyle revolution.

We developed a campaign concept for MG to launch their award-winning all-electric MG4 into the UAE and KSA markets. Using an immersive, multi-channel approach, the campaign invited customers to be part of an emotive movement, embracing a greener way of life powered by energy, style and excitement. By combining bold creative with interactive experiences, we positioned the MG4 as more than just a car: it became a symbol of progress and a catalyst for change.

Client MG – UAE

IndustryAutomotive

The challenge

MG has carved out a strong position globally with affordable, well-engineered electric vehicles that outpace many European rivals on both technology and price. Backed by SAIC, a leader in China’s advanced EV industry, MG is poised to sustain this momentum for years to come. But breaking further into the UAE and KSA markets requires more than competitive pricing alone. To succeed, MG must establish a clear sense of identity and purpose, showing drivers not just what the brand offers, but who MG truly is in a rapidly evolving region.

The Solution

We created a campaign that positioned MG as both iconic and forward-looking, inspiring customers to embrace the shift to electric with confidence and style. At its heart was the tech-savvy all-electric MG4, brought to life under the unifying message “The Future is ON.” Through bold OOH, experimental social content, immersive ‘Switch On’ light installations and innovative test-drive experiences, the campaign invited audiences in the UAE and KSA to feel part of something bigger—sparking excitement, building cultural relevance and generating a buzz around the next chapter of travel.