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.
Families/First Time Drivers
Social Media Enthusiasts
Higher engagement rate vs benchmark
Leads generated from gamification activity
Watch rate of
live stream weekly show
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.