CASE STUDY
Hamilton MG
2023
Hamilton MG
Sector
Automotive
Impact
FEENEY transformed Hamilton from South Australia’s largest Holden dealership into the state’s leading MG dealership
Scope of Engagement
Strategic Planning, Creative, and Brand Evolution; Brand Tracking; Customer Experience Benchmarking; Experiential Design and Environmental Graphics; Multi-Channel Marketing and Media Campaigns; Onsite Experience Development: Signage, Touchpoints, and Media Collaboration.
-
From Holden Heritage to MG Future
For over three decades, Hamilton was synonymous with the automotive industry in South Australia, proudly holding the title of the state’s largest Holden dealership for 30 years. With Holden’s retirement in 2019, Hamilton faced its most significant brand challenge: re-educating the market, rebuilding trust, and establishing relevance with a new brand, MG.FEENEY began by analysing Hamilton’s deep heritage and consumer perceptions, identifying both the opportunity and the barriers to transitioning equity from Holden to MG.
This insight laid the foundation for a strategy that would both respect the past and confidently lead into the future.
-
Provocative Creative to Spark Relevance
To reposition Hamilton as South Australia’s leading MG dealership, FEENEY created the campaign “There’s more to see at Hamilton MG.” Designed to be provocative, memorable, and highly visible, the campaign spanned outdoor large-format billboards, broadcast radio, and online paid media. It captured attention, built recall, and redirected consumer trust toward MG.By aligning Hamilton’s reputation for affordability, reliability, and technology with MG’s modern offering, FEENEY successfully rebadged the dealership.
Today, Hamilton MG has not only reclaimed relevance but has grown into South Australia’s largest MG dealership and one of the top-performing MG dealerships in Australia.
-
Building Awareness, Driving Growth
FEENEY continues to deliver a fully integrated marketing scope that keeps Hamilton MG at the forefront of mind.Through strategic planning, consistent TV, radio, and online activity, and direct engagement with Hamilton’s large customer base, the dealership sustains visibility and conversion.
Precise brand alignment and catchy slogans crafted by FEENEY’s creative team reinforce the brand’s personality and trustworthiness.
By leveraging a comprehensive full-service marketing approach that spans creative, media, and strategic execution, Hamilton MG continues to grow sales, strengthen customer loyalty, and position itself as a market leader in the competitive automotive sector.
