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
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Fusion Five conceptualized, designed and developed a show for Ramadan with a weekly Cars draw
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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
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Lucky winners were announced on a weekly base through a Live Show that received thousands of views and interactions.
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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.
