Blazing a trail in consumers’ minds for MG’s new car launch

The automotive industry in Thailand is fast-paced and constantly evolving. Many brands face difficulties in finding the right tools to maximise awareness and connect with audiences. 

British automotive brand MG was no different. For their new MG5 Beyond series, they needed an impressive launch that would not only drive sales for the model but also rapid awareness for their brand.

A high-impact superapp takeover

To drive rapid awareness on the launch week, we activated our most prominent placements—Masthead and Native Image Ads, achieving 100% SOV in just one day. We also targeted commuters in the midst of their daily transactions with In-Transit Ads.

 

Optimised campaign timeline

To ensure MG would stay top-of-mind, we timed the launch strategically. First, we built general awareness with Native Image Ads. Then, we maximised further exposure with Masthead Ads on the home screen. Finally, we boosted recall by nudging consumers with Native Image Ads towards the end of the campaign.

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Komsan Chiyadis

GrabFood delivery-partner, Thailand

Komsan Chiyadis

GrabFood delivery-partner, Thailand

COVID-19 has dealt an unprecedented blow to the tourism industry, affecting the livelihoods of millions of workers. One of them was Komsan, an assistant chef in a luxury hotel based in the Srinakarin area.

As the number of tourists at the hotel plunged, he decided to sign up as a GrabFood delivery-partner to earn an alternative income. Soon after, the hotel ceased operations.

Komsan has viewed this change through an optimistic lens, calling it the perfect opportunity for him to embark on a fresh journey after his previous job. Aside from GrabFood deliveries, he now also picks up GrabExpress jobs. It can get tiring, having to shuttle between different locations, but Komsan finds it exciting. And mostly, he’s glad to get his income back on track.