Case Study: MG accelerates global centenary storytelling with Working Word

MG drives 10,000-mile Cyberster campaign across 26 countries with Working Word

The customer MG faced the challenge of celebrating its centenary and launching its new all-electric Cyberster model in a way that would generate global engagement. Working Word was engaged to develop and deliver a creative content strategy to support this ambitious goal.

Working Word created a content-first global campaign centered around a 10,000-mile expedition from London to Shanghai. The solution involved producing a continuous stream of films, photography, and editorial content across 26 countries, managed through a dedicated campaign website. The results were significant, with the campaign achieving over 10 million film views and a substantial number of opportunities to see, successfully establishing a global storytelling platform for the MG Cyberster.

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