Legends Live Forever
In February 2024, LoveGunn were appointed as the Full Service Retained Creative Agency for MG Motors UK. Our first project was to create and launch the Cyberster Brand & Website. MG are celebrating their centenary by launching the worlds first all electric roadster. The MG Cyberster is a striking all-electric roadster which promises to be as exciting as the MG sports cars of the past. With a summer 2024 launch planned, MG wanted to create a remarkable digital experience to rev up the excitement and to offer customers the chance to configure and pre-order their Cyberster. The challenge was they needed to go live in just 4 weeks!
This project required strategic planning, product and user experience design, art direction, and daily collaboration with multiple teams. With no right-hand models of the Cyberster currently in the UK, we worked with our CGI team to model the MG Cyberster in its entirety, creating a 3D prototype of the car to work with moving forwards. Together, we created and executed over 400 images, showcasing the roadster in two model options, five colors, and two interior and roof trim styles, alongside multiple product angles and environments. This was followed by a CGI teaser video to showcase the car’s jaw dropping design and incredible acceleration - 0-62MPH in just 3 seconds.
The website and configurator have been designed to provide an exceptional customer experience. The platform allows customers to seamlessly choose between motor, paint, and trim options to configure their dream car. Collaborating with the web development and CGI team, we created a clear strategic vision and project plan to meet the pre-launch deadline. This included daily all-agency stand-ups, Slack channels, and relocating our project team to MG’s head offices in Marylebone, London.
Using MG’s centenary as a source of inspiration and backdrop for the Cyberster pre-launch, the campaign headline—Legends Live Forever—is inspired by MG’s 100 years of head-turning performance.
The hero imagery places the Cyberster within an atmospheric stage area with evocative and sensual mood lighting to capture the beauty of the car’s design.
The new MG Cyberster landing page and configurator unveil the stunning new all-electric roadster and offer a best-in-class customizing experience for customers. Creating a visual distinction between form and function, the landing page celebrates and showcases the design and performance details of the car, while the configurator offers an intuitive and seamless experience with photo-realistic renders. This gives an accurate and authentic visual of the customer’s new MG Cyberster alongside specifications and the ability to submit their configuration directly to their preferred MG dealer.
We continue to work alongside MG on the Cybersters full launch, scheduled for late summer 2024.
Beyond the Cyberster, we are also collaborating with MG across their wider premium range of cars, dealer marketing, and partnerships with prominent names such as Arsenal FC and Disney.
Stay tuned for more work coming very soon...
