Recharging MG: Putting a Motor Icon Back on Track

In the “MG RoadTour” project, we faced the challenge of transforming MG Motors, a brand with a deep-rooted legacy in gasoline-powered sports cars,

into a leader in the electric car market. Utilizing a “Show, don’t tell” approach, we launched a nation-wide tour of Denmark’s largest cities. At each stop, we invited consumers to test drive the new electric models, enabling them to experience firsthand the impressive capabilities of these vehicles. This campaign sought to change perceptions, introduce the new era of MG Motors, and reignite Danish motorists’ love for this iconic brand.