SAIC MOTORS

OBJECTIVE: MG is a British Heritage car brand recently acquired by Chinese Giant SAIC. MG was looking to increase the brand awareness in the Region along with generating engagements in the Holy Month of Ramadan.

target segmenT

Millennials/Students

Families/First Time Drivers

Lifestyle Passionate

Social Media Enthusiasts 

266%

Higher engagement rate vs benchmark

50k

Leads generated from gamification activity

+40%

Watch rate of
 live stream weekly show

the solution

  • Fusion Five conceptualized, designed and developed a show for Ramadan with a weekly Cars draw

 

  • Leveraging the concept of Gamification, users had to interact in a micro-website, watch an intro and play a game in order to participate to the draw

 

  • Lucky winners were announced on a weekly base through a Live Show that received thousands of views and interactions.

 

  • KPIs exceeded expectations: 266% higher than benchmark, helping MG enhance its brand equity across GCC. 11.6 Million People saw the live show in total.

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