SAIC MOTOR

The Client

SAIC Motor Corporation Limited (SAIC Motor) is the largest auto company on China’s A-share market. Their core values are to build an innovative, globally-recognised company that pioneers the automotive future. With the inclusion of integrity, responsibility and collaboration, SAIC Motor aim to create value for stakeholders through a market-driven strategy.

SAIC Motor are a company with a huge global footprint with 11 offices spanning seven continents as well as cities including London, Sydney, Dubai and Johannesburg.

The Challenge

SAIC Motor requested a detailed campaign plan from us, targeting an increase in business and sales from the MENA region. The growing importance of MENA’s car market and the popularity of Chinese car manufacture brands resulted in a need for SAIC Motor to effectively position their brand as the car of choice and maintain its leading position within the market.

We proposed to SAIC Motor that La Liga was the perfect platform to advertise in MENA using Digital Billboard Replacement (DBR) technology.

Actions

Five different adverts were used across the 2017-18 season, including English and Arabic versions.

At SAIC Motor’s request, we created in addition to the perimeter adverts a car promotion advert which not only included the logo and branding of MG Motors but also had a digital animation of the vehicle. The animation was played slowly making it easy to read and giving the audience the time to notice the new product.

Advert designs used during the campaign

The Result

Since the start of the season, SAIC’s flagship brand, MG Motors, launched four new car models to the region.

The domestic auto market was hit by negative growth in 2018, the first time in 28 years. Despite operating under such challenging circumstances, SAIC Motor, as an industry-leading carmaker, significantly outperformed its rivals by realising an annual sales volume of over 7.05 million vehicles, up 1.75 percent year-on-year and hitting a record new high in its history, with a market share expected to exceed 24 percent.

MATCHES ADVERTISED IN (2017-18 SEASON)

30

MINUTES OF SCHEDULED ADVERTISEMENT (DBR FEED)

82

SAIC MOTOR'S 2018 SALES VOLUME OVER (M UNITS)

7

Let's kick-start your next campaign.

Have a marketing campaign or project that you would like to discuss with us? Click the button below to contact us. 

GET IN TOUCH
See More Case Studies