One step ahead.

Problem

Millennials struggle to purchase an EV. In dealerships, salesmen lack knowledge on EVs compared to fuel cars, making it harder for millennials to buy electric. Often, dealerships are Millennials’ last resort, spending on average 17.6 hours searching online for cars.

PROPOSITION

Questions answered before asked.

The campaign breaks out of the sales-pressured dealerships to bring millennials an exciting and engaging way to start electric, including:

A pre-emptive print campaign linking to MG, Switched On - in which Alex Brooker and Becky Evans test people’s questions to the limits on MG’s electric range (YouTube).

Pop-up dealerships with a simulator experience, providing a first-time EV driving experience

for many millennials.

MG-owned accounts on EV forums, where first-time buyers seek personalised advice.

Motor Profiles - online, MG customers can create their own motor profile, formulating tailored information about each car on MG's website and to prep dealerships ahead of a pre-booked visit.