Sector: Automotive
Location: Iraq (Baghdad → Erbil)
Objective: Awareness, product understanding, and soft sales activation
Project Scope: Creative Campaign · Video Production · Experiential Marketing · Review Content
Services:
Creative Campaign · Storytelling · Video Production · Automotive Content
Platforms:
Instagram, Facebook
Masar Role:
Creative Direction · Campaign Concept · Production · Content Strategy
The MG T60 was unfamiliar to a large segment of the Iraqi market.
Key challenges included:
• Low awareness of the model
• Pickup trucks usually marketed through specs and discounts
• No emotional connection to the car
• Audience skepticism toward sales-heavy automotive ads
The goal was not to sell aggressively — it was to build confidence and curiosity.
We decided to let the journey sell the car.
Instead of studio shots and technical explanations, we designed a real-world experience that showed the T60 doing what it’s meant to do.
The strategy focused on:
• Real driving, real terrain, real usage
• Off-road performance without exaggeration
• Lifestyle storytelling instead of direct selling
• Showing durability through experience, not claims
The car became the hero of the story — naturally.
• Full road-trip style cinematic video
• Off-road and mountain driving footage
• Camping experience showcasing practicality
• Natural product integration throughout the journey
• Honest review content without exaggeration
The car wasn’t introduced — it was lived with.
• Strong awareness for the MG T60 in a new market
• Increased curiosity and inquiries about the model
• Positive engagement driven by authenticity
• Clear differentiation from traditional automotive ads
• Soft sales impact without aggressive messaging
People didn’t feel sold to — they felt invited.
