MG Thailand Wins Gold at Marketing Excellence Awards 2026 for EV Lifetime Warranty Campaign
Posted Source published · By Paul
SAIC Motor-CP and MG Sales (Thailand) won a Gold award at the Marketing Excellence Awards Thailand 2026, organized by Marketing-Interactive. The award, in the Excellence in Emotion-Led Performance Marketing category, recognized the campaign "MG S5 Mom & Daughter" under the concept "The Lifetime That Feels Like Family."
Turning Warranty into Story
The campaign translated the EV Lifetime Warranty of the New MG S5 EV Plus into a narrative about a mother and daughter. It showed that care does not end on delivery day but continues over the long term. MG took a key concern for EV buyers, long-term confidence, and made it relatable through family bonds.
The mother-daughter relationship represented love, warmth, and sincerity. This turned warranty terms into an emotional story that consumers could feel and connect with naturally.
Details That Matter
The video focused on small, meaningful moments. For example, the mother always remembers her daughter loves boiled egg rice porridge, even as the daughter grows up and gets busy with work. These details reflect care that never fades, even when family members are not together daily.
The team aimed for a natural, genuine, and realistic atmosphere. Every look, gesture, and ordinary moment conveyed the meaning of care. The story then extended across video, digital, out-of-home, and social media channels.
Boosting Sales and Brand
The Gold award helped the New MG S5 EV Plus reach a wider audience and pushed its sales to become one of MG's most popular models. It confirms MG's success in linking emotional storytelling with product value.
For MG, good care never ends. The brand remains committed to building bonds and confidence while improving its electric vehicles and ownership experience.
You can watch the "MG S5 Mom & Daughter" campaign film, titled "Boiled Egg Rice Porridge: Care That Never Fades," on YouTube at https://bit.ly/MGS5-Mom-and-Daughter.