Social Brand Book

S O C I A L

B L U E P R I N T

Version 1.0 – March 2021

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CONTENTS

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2.

3.

4.

5.

Shifting Gears. . .................................... 4 Brand Architecture. . ........................... 9 Brand Matrix..................................... 11 Social Strategy.. ................................. 13 Focus Priorities................................. 16

- MG Models. . ....................................................17

- Value vs Premium vs New Energy.................18

- Tech and Innovation.......................................19

- MG Owners................................................... 20

- Partnerships & Sponsorships.........................21

- MG Influencers.............................................. 22

- MG Heritage.................................................. 23

6. Channel Insights. . .............................. 25

- Instagram . . ...................................................... 26

- Facebook........................................................ 27

7. Audience Insights.............................. 28 8. Content Insights . . .............................. 33 9. Copy Tone & Manner.. ...................... 37 10. Social Content.. ................................. 49 11. MG Line Illustrations........................ 53 12. Design Application. . .......................... 68 13. Animation Treatment.. ...................... 75 14. MG Social Resources........................ 80

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SHIFTING GEARS

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SHIFTING GE ARS ON MG SOCIAL MEDIA

As a dealer partner of MG Motor, you play an integral role in helping us build our brand through your owned social channels. This MG Social Blueprint is a document that provides us the guidelines for the way MG should be presented from both a graphic and language perspective. The purpose of this blueprint is to make sure that multiple contributors create in a clear and cohesive way that reflects the unique MG brand architecture and ensures us consistency across the board.

Consistency in social will allow us to differentiate our product from the competition, deliver key messaging, and encourage loyalty by driving authority and trust in our brand.

By keeping a tight rein on consistency in all of our social channels, we can drive customer perception from the onset of the engagement (in Instagram for example), through to the buyers decision making process at the dealer.

The key word that we’re working towards on MG Social Media is: Consistency.

We’re aiming for a look and feel for the brand that gives us consistency across a multitude of channels, while also allowing us to have a certain degree of flexibility.

Consistently flexible, or something like that.

Flexibly consistent?!

Consistency, consistency, consistency.

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SHIFTING GE ARS ON MG SOCIAL MEDIA CONTIN UED

Regardless of the source…

There are many categories that content will be created from and for when it comes to the MG brand in social media.

-

Heritage Topical Partnership Sponsorship EV Value Premium Influencers Parts and Services

While our revised look and feel will need that consistency, trying to keep the tone similar in all posts will require a certain amount of flexibility.

A fresh outlook Our new approach for MG in social aims to be credible, stylish and informative.

We must maintain our position by placing our brand in the sweet spot between premium and value.

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B R A N D A RC H ITEC T U R E

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BR AND ARCHITECTURE

Masterbrand

Models

Trust Marks

Masterbrand Variations

Technology

Service

Core

+ Branded descriptor

+ Information

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B R A N D M AT R I X

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BR AND MATRIX

Positioning

Value

Premium

New Energy

Brand logo

Model

Trust Marks & ROADSIDE ASSIST

Service

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FOCUS PRIORITIES

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PRIORIT Y ONE – MG MODELS 1. Monthly content should feature the diverse and full range of MG models.

2. Each month’s content will feature a designated hero MG Model.

3. Hero MG Model content will be developed using existing footage/imagery where applicable or a new campaign developed.

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PRIORIT Y TWO – VALUE VS PREMIUM VS NEW ENERGY 1. Continue to differentiate between the value (MG3, ZST) premium (HS, ZST) and new energy (ZS EV, HS PHEV) range.

2. Content to target key audience segments for each range.

3. Maintain branding consistency across each range.

4. Value range to focus primarily on product features and style versus price.

5. Premium range to feature technology, innovation, performance and style.

6. New energy range to showcase MG’s future focus, technology and innovation.

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PRIORIT Y THREE – TECH AND INNOVATION 1. MG Pilot to be featured every month, highlighting key safety features.

2. Features and user benefits of the MG Infotainment system / screen to be featured monthly.

3. Global MG technology and innovation to be shared where possible.

4. Concept cars or innovation to be included when possible.

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PRIORIT Y FOUR – MG OWNERS 1. Consistently feature happy MG owner content. Incentivise via competitions and giveaways.

2. Real MG owner video content campaigns across complete model range, highlighting owner benefits and satisfaction.

3. Re-cut owner content produced by Car Advice / Car Expert.

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PRIORIT Y FIVE – PARTNERSHIPS & SPONSORSHIPS PARTNERSHIPS

SPONSORSHIPS

1. M ost partnership and sponsorship content to include cars to create relevance for viewer.

2. Greater use of well-known ambassadors in cars – audience want to see their vehicle being driven by someone famous.

3. All partnerships and sponsorships to be scheduled and featured in annual social content calendar.

4. P artnership and sponsorship content to be produced in multiple content formats.

5. Optimise posts and target each sport to specific demographics and interests.

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PRIORIT Y SIX – MG INFLUENCERS 1. Influencer content must be unique and keep to their authentic content style, using the MG Social Blueprint as a guide for brand consistency.

2. Influencer content to showcase hero features whilst portraying the fun, spirited and stylish MG personality across all model range.

3. A ll influencer content must maintain a real and authentic visual and design approach.

4. We would request raw files from influencers in case editing would be required.

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PRIORIT Y SEVEN – MG HERITAGE 1. Heritage content to maintain a User Generated Content (UGC) approach and feel authentic to MG owners.

2. The MG Social Blueprint look & feel to be used to bring the content in line and maintain consistency.

3. Heritage content can be used simply to establish the MG brand history and heritage, however, can also provide a historical link between MG’s past, current and future models.

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CO P Y TO N E & M A N N E R

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TONE AND MANNER

We would like the social pages of MG to have a tone that intrigues and entertains readers rather than the tone of brand that is more aligned to advertising copy. With a premium offering comes confidence, and that should come across in our overall tone.

Snappy, witty, intriguing.

Confident.

Let’s keep it simple. Let’s not oversell. Let’s be confident.

Let’s let our website and dealers ‘do the sell’.

And let our social channels tease and intrigue them enough to get there.

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SOCIAL COPY E X AMPLES

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SOCIAL COPY E X AMPLES

CONTIN UED

HERITAGE (FACEBOOK)

HERITAGE (INSTAGRAM)

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“My father had an MGTC which he bought brand new in 1949. The last photo shows the car with my mother and father when they were courting.

However, with marriage and kids he needed to sell it.

1.

Timeless.

I couldn’t let it leave the family so I bought it off my dad.”

What’s your MG story? #Mgenerations

📷: Tony Jones & Zoom Zoom Photography 2.

Submitted through #ShowandShine:

⏰

📷: @sandrobreu & @mike_badu_

🚗: #MGA

2.

🏁 Pedigree. 🏁

📷: wilko_racing 🚙: #MGBGT

My 1937 MG SA Saloon, once the personal transport of Sir William Morris (Lord Nuffield). The B&W photo was taken in Brighton Vic, the colour photo was taken in Tasmania during the MG National Meeting. @MurrayArundell 3.

“Its honestly tough to choose a favourite MG memory because there is not just one specific memory, as I love every minute of driving it. But my favorite memory is sort of a mix of two.

The first being my brother and I arguing as children about who our father’s 1965 MGB roadster, which had been sitting in storage for basically 10+ years at this point, would go to.

And secondly picking up and driving my MG for the first time, the feeling of anything else being completely unimportant whilst trying to learn/feel how my car drives. And then promptly showing it off to anyone that would listen.”

- Jack Symon’s 2020 Show & Shine Submission – 1971 MGB GT at Ku-ring-gai National Park.

Share your #MGJourneys story for the chance to be featured.

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CONTIN UED

TOPICAL (FACEBOOK)

TOPICAL (INSTAGRAM)

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The last 6 emojis you used describes your next road-trip… how’s yours looking?

1.

Happy International Dog Day!

🐶

Share with us your good boys and girls by tagging #MGJourneys

Here’s ours:

🌳🚙🌊🛥🌆😍 2.

When a Mr. MG meets a Ms. MG, next comes an #MG3.

👨👩👦

📷: @.bernie_and_barney_goldens, @.BrydieHooper,

@.JohnnyDicker, @.Leviticus, @.MattJoudo, @.Millie1993, @.NicWestaway, @.Thorssorensen, @.WithJasonSteel

Congratulations on your engagement and your new MG3 @Matthew Garwood & Michelle Rainbow!

2.

Spring has (finally) arrived! Time to open up your panoramic sunroof, wind down your electric windows with the touch of a button and breathe it in.

3.

Happy International Dog Day to all the MG good boys and girls out there.

🚗: #MGHS

📷: Bernie and Barney Goldens, Brydie Hooper, Johnny

3.

Hello Sunday, my old friend.

🐶

Dicker, Leviticus, Matt Joudo, Millie1993, Nic Westaway, Thorssorensen & Jason Steel 4.

2021, here we come.

🌊✨🌸 🌅

🚙🚙🚙🚙🚙

Tag your crew who you’ll be ringing in the new year with.

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SPONSORSHIP (FACEBOOK)

SPONSORSHIP (INSTAGRAM)

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Congratulations to our partners @pafc for their stellar victory over St. Kilda / Western Bulldogs, one step closer to the Grand Final.

1.

Calling out for @LiverpoolFootballClub’s biggest fan!

🥇🏆

Good luck out there and bring it home!

2.

Good luck to our new partners @MelbourneStars as they continue to swing for the Stars!

🏏🏆

3.

McDonald’s Ballarat teamed up with Peter Stevens MG to super-style their McDelivery Cars. The happiest place on earth.

🍔🚗

Ahead of the Champion’s return to the Premier League season next month, we’re giving away a signed 2019/2020 kit and lots of other LFC branded merchandise.

Competition details at the link in our bio.

2.

OhMG, the dream becomes a reality. Our partners @MelbourneStars have won the WBBL Finals!

The first of many great achievements to come and we look forward to celebrating them with you.

🥇🏆

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NEW ENERGY (FACEBOOK)

NEW ENERGY (INSTAGRAM)

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They say lightning never strikes the same place twice.

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The vehicle for your EVery drive.

With three driving modes, from urban commutes to country road trips, go Eco , Normal or Sport , the #ZSEV has you covered.

They were wrong. Introducing the all-new MG ZS EV, Australia’s newest EV to hit the streets.

2.

Shocking scenes.

⚡

The highly anticipated, all-electric MG ZS EV has arrived and is the most accessible EV in Australia.

🚙

🏙

✨

⚽

🚙: #ZSEV

🏞

🌿

2.

Plug and play all day with the #ZSEV’s 262 km driving range from a single charge, coming soon!

🔌

🚙

🙌

At $43,990 driveaway, getting into an EV has never been easier.

☑

For more info, visit: https://mgmotor.com.au/models/mg-zsev/ 3.

On a single charge, MG ZS EV customers impressive combined driving range of up how many kilometres?

💥

a) 251 kilometres b) 262 kilometres c) 273 kilometres Post your guess in the comments below!

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VALUE (FACEBOOK)

VALUE (INSTAGRAM)

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The MG3 Auto. Packed full of surprises, it not your standard hatchback.

4 or 6 Speaker audio system w/ Yamaha 3D Sound Field Rear parking sensors Rear view camera 8” Colour infotainment screen with Apple CarPlay™ Leather trimmed steering wheel with contrast stitching Tartan fabric trim seating

1.

A stylish way to get away, the #MG3Auto

✔ ✔ ✔ ✔ ✔ ✔

2.

When you know you’re on to a good thing. #MG3, currently Australia’s best-selling light hatchback.

Based on VFACTS National Report for new vehicle sales in the light model segment in June 2020. *

📷: @staceylauren 2.

✔ Rear parking sensors ✔ Rear view camera ✔ 4 or 6 Speaker audio system w/ Yamaha 3D Sound Field ✔ 8” Colour infotainment screen with Apple CarPlay ✔ Leather trimmed steering wheel with contrast stitching ✔ Tartan fabric trim seating Check out the MG3 Auto ☑ - link in bio. ™

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PREMIUM (FACEBOOK)

PREMIUM (INSTAGRAM)

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The future has arrived!

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Introducing the highly anticipated MG ZS EV, the most accessible mainstream electric SUV in Australia!

Introducing the all-new MG ZST Vibe and Essence, packed with innovative technology and wrapped in premium style.

2.

Loaded with comfort and convenient features, the #ZST makes your journey as enjoyable as reaching your destination.

🚙💨

3.

The MG ZST puts you in the spotlight, with stunning good looks, a powerful 1.3 litre turbo engine and MG Pilot Driver Safety Technology.

4.

There’s a new model in town - the MG ZST. It’s refined finishes are perfect for those seeking MG’s signature flare.

Want to know more? Check out all the specs here: https://mgmotor.com.au/models/mg-zst/

At $43,990 driveaway, getting into an EV has never been easier.

☑

Let us know your thoughts on Australia’s newest zeroemission vehicle in the comments below! #ElectricForEveryone 2.

The future is here!

Introducing the newest SUV in town, the MG ZST. Packed full of innovative technology and wrapped in premium style, they’ll know you’ve arrived.

3.

Too good not to touch, you won’t be able to keep your hands off the leather interior.

Meet the all-new MG ZST

👉 the link in our bio.

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INFLUENCERS (FACEBOOK)

INFLUENCERS (INSTAGRAM)

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A stylish way to get away, the #MG3Auto

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Load up, surf’s up.

📷: @staceylauren 2.

A pocket full of sunshine.

💛

🚕: #MG3 📷: @the_missdaisy 3.

Enjoying the final days of 2020.

🤙 📷: @kyleadnam 🏄♂ feat. #MGHS 🚗 2.

“Spring days that feel like Summer in the MG3.

There’s nothing we didn’t love about driving the MG3.

Better yet, it’s incredible value.” – @kolideinsta

☀

Click the link in our bio to find out more about the MG3.

✨

🚕: #MG3 📷: @torilevett

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USING EMOJIS

😊

We all use them See? With 92% of the online population using emojis, they can help enable us to speak the same language as our followers. In fact, using an emoji in social posts can increase shares by 33% and interactions by 57% – impressive numbers.

😲

GENERAL RULES 1. Avoid using more than 3 emojis at a time.

2. Do not use an emoji to replace crucial words or expressions as this will confuse the message we are trying to convey.

3. Make sure the emoji makes sense: Emojis are meant to complement a message.

4. Recognise the appropriate time and place for the emoji – for example do not use emojis to make light of a serious situation.

5. Remember to use emojis that align with the messaging of the MG car model that you’re communicating.

6 E moji use should reflect the personality of the content pillar we are creating copy for. For example, we should limit them on more premium model posts.

7. E mojis, gifs and stickers can make messages seem more friendly and personable.

If they add value to a response – use them!

8. Do not force it! If you are sitting there racking your brain to think what emoji suits the message, then it probably doesn’t need one!

9. We need to stick to emojis that are reflective of the MG brand. For example, cars , cameras , ticks and stars are more premium and represent the brand better than winking faces , alcohol and angry faces .

🤐

🙅

✔

🍺

🌟

😡

🚙

😉

📷

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SOCIAL CONTENT

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IMAGE TRE ATMENT

We’re drawn to the premium, yet understated desaturation of a stylish matte finish. It feels international, premium, classy, and aligns the brand closely with our European counterparts in the category.

The treatment of the images implies a brand that puts style and class at the forefront of everything, it has minimalist undertones and a timeless feel.

‘Valencia’ filter preset with Adobe Photoshop is the treatment effect for a background image.

You can download the ‘Valencia’ filter preset from MG Social Resources (page 104), or using ‘Valencia’ filter on Instragram App with your smartphone.

HOW TO APPLY IMAGE TRE ATMENT Once the filter preset had been downloaded and loaded into your Adobe Photoshop, follow below steps.

Open Adobe Photoshop > open ‘Actions’ > select ‘Valencia’ > press ‘Play Selection’ icon.

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IMAGE TRE ATMENT WITH EFFECT NOT APPLIED

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IMAGE TRE ATMENT WITH EFFECT APPLIED

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M G L I N E I L L U S T R AT I O N S

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MG LINE ILLUSTR ATIONS

MG cars are blessed with some seriously cutting-edge design in the many different parts and pieces that make up the various models.

To name a few: the refined finishes in the HS, the brake calipers of the ZST, the wheels of the EV, the grille of the HS or the seat stitching of the MG3.

With MG Line Illustrations.

There are a lot of intricate design elements that come together to complete each MG model – new or old. So let’s celebrate that.

It will make our social channels 100% ownable and unique, and a stylishly subtle way of showcasing our design excellence. Let’s face it – our amazing air vents rarely get the spotlight turned on them!

Each image must have the ‘Valencia’ filter applied. However, not every piece of content needs to further be treated with illustrations or copy. We have 3 options: 1. The image features a MG Line Illustrations or, 2. The image has a headline in the FF Good typeface (fill colour/keyline) or, 3. The image has a clean visual layout.

With FF Good typeface headline (fill colour).

A clean visual layout.

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GLOBAL TECH

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The Old Number One

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MG TF

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MGB

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MGA

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MG Midget

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MG LINE ILLUSTR ATIONS SAMPLES

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D E S I G N A P P L I C AT I O N

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DESIGN APPLICATION

We’ll use individual cutouts of each of the elements in a variety of MG models and overlay them on our treated photography. The end result is one which is eye-catching and is a perfect red thread for the brand – something that only MG can do (with our unique range of designled parts).

The ‘parts’ will come from a library of cutout imagery and won’t need to correspond with the photography image in terms of matching car models with imagery. They will be used purely as alluring graphic design elements that allow us to set ourselves apart from the competition in our social channels.

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DESIGN APPLICATION CONTIN UED

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GENER AL DO’S AND DON’TS

DO’S A lways ensure the visual is treated with the Valencia photo filter.

A lways crop into the ‘MG Line Illustrations’ and with 100% solid white colour.

‘MG Line Illustrations’ should not exceed 6.5pt (Adobe illustrator/inDesign) or 6.5px (Adobe Photoshop) thickness, based on 1920px (long edge) image size or 1080px for square image size.

M ake sure the ‘MG Line Illustrations’ are clear and visible.

To ensure accurate and consistent use, never alter the proportions and shape, rotate, embellish or attempt to recreate the ‘MG Line Illustrations’ for any reason. To resize, hold the “Shift” key in most software programs to maintain the proportions while scaling up or down.

DON’TS X Don’t modify the ‘MG Line Illustrations’ in any way, such as by changing the design or scale.

If you can’t use the white colour due to technical limitations, use MG Black (R0 G0 B0) or MG Red (R225 G0 B18).

X Do not obstruct the MG logo with ‘MG Line Illustrations’.

X You don’t have to match the part of the car to the visual.

X Don’t use the same ‘MG Line Illustrations’ too frequently or back to back.

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SPECIFIC DO’S AND DON’TS

DO’S

DON’TS X

White solid lines with 6. 5pt and 3.25pt size.

White solid lines exceed 6. 5pt .

X

White solid lines with 4.6pt size.

White lines with 50% opacity.

X

White solid lines not clear and invisible.

X

Light blue lines.

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FONT

Good Pro Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789

Good Pro Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789

Good Pro Light Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789

Good Pro Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789

Good Pro Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789

Good Pro Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789

Good Pro Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789

Good Pro Black Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789

Good Pro Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789

Good Pro Ultra ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789

Good Pro Medium Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789

Good Pro Ultra Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789

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FONT

CONTIN UED

Besides the ‘MG Line Illustrations’, FF Good family fonts have been chosen for the typeface on MG social contents. The complete family of FF Good are available at Adobe Fonts website (http://fonts.adobe.com) and you must activate the fonts before you can use them.

THERE’S A NEW MODEL IN TOWN

For more information click here.

DO’S Feel free to use as a keyline of fill with 100% solid MG White (R255 G255 B255), MG Black (R0 G0 B0), MG Red (R225 G0 B18) or MG Light Blue (R0 G161 B228) colour.

Use the same font size for all the characters.

DON’TS X Don’t modify the FF Good fonts in any way, such as by changing the design or scale.

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A N I M AT I O N T R E AT M E N T

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ANIMATION TRE ATMENT

We’ll use individual cutouts of each of the elements in a variety of MG models and overlay them on our moving footage.

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ANIMATION TRE ATMENT CONTIN UED

VERTICAL

FR AME 2

>

FR AME 1

HORIZONTAL

FR AME 1

FR AME 3

FR AME 2

FR AME 4

FR AME 3

>

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HOW TO APPLY (iMovie)

Firstly, apply the ‘Valencia’ filter preset with Adobe Photoshop onto the chosen MG Footage file (same treatment as a still image – you can find these steps on page 65). Save this file and continue with the below steps: 1. Open iMovie and create a New Event.

2. Import the MG Footage file (mov. format) with ‘Valencia’ effect and MG Line Illustrations animation file (mov. format).

3. Drag both files into the timeline.

4. Drag MG Line Illustrations animation above the MG Footage video in the timeline.

5. Adjust the placement using the cropping feature and the time.

6. The MG Line Illustrations animation file should now play over the video.

7. ‘Export’ as video.

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HOW TO APPLY (Adobe Photoshop)

1. Open Adobe photoshop and open the chosen MG Footage file (.mov format).

2. Apply the ‘Valencia’ filter preset.

3. Drag the MG Line Illustrations animation file (.mov format) into the canvas/artboard and place above the MG Footage layer (outside Video Group).

4. Adjust the placement using the cropping feature and the time.

5. Click ‘File’.

6. Scroll down to ‘Export’.

7. Scroll down to ‘Render Video’ and then click ‘Render’.

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