For some, driving isn’t just transportation. It’s a passion, an escape, and a way of experiencing the world. Mazda gets that; those are the people they make cars for. With the help of our VO, Aaron Paul, this 360 campaign speaks to those lovers of the open road, reinforcing at every turn why driving matters.
At Mazda, they’re dedicated to supporting their drivers, from the pros to the grassroots racers, like no other brand on the track. We made a film that celebrates those drivers titled “The Driver In All Of Us.” We also worked with Fox Sports to create a content series called “The Racing Line” featuring some of our racing team’s most inspiring stories.
There was a time when EVs were hard to love. Too few charging stations, shorter battery ranges, and higher sticker prices were all barriers, even for the eco-conscious. But we’ve come a long way– chargers are everywhere, ranges are longer than ever, and all-tolled EVs are downright economical. Folks just didn’t know.
Our campaign took on those barriers to adoption and knocked them down with relatable charm and compelling facts, leading people to the natural conclusion; It’s time to LOVELECTRIC.
We rolled into Austin and created the Mazda Studio, reinforcing Mazda’s “Car As Art” philosophy, and delivering a stand-out SXSW experience.
In this total brand immersion, guests could help a real Mazda Takumi master clay modeler sculpt a speed form, feel the Mazda “horse and rider” relationship via a stimulating VR experience, ask IBM’s Watson questions at our Engineer’s forum, get a killer t-shirt with designs by some of Austin’s best artists, and experience a Mazda first hand through our shuttle service.
We rev’d up our social channels to get the word out, and SPIN’s influencers to amplify it. Made some cool posters and print too.
Nobody likes talking to a salesman. So we let our in-store pieces do the talking for us. Be it poster, lenticular, clock, car freshener, or content film, we told the BMW story one piece at time.
Mazda kept the roadster alive when they made the first MX-5 Miata. To launch the new model, we let Miata drivers around the world tell the story. And when Derek Jenkins revealed the new model at the New York Auto Show with our line #longlivetheroadster, the critics went nuts.
It doesn't make sense that a BMW wouldn't cost a penny to maintain. Which is why we had to keep reminding people. We did some video content, pulled a stunt where paid for people’s parking for a day, even sold some BMW tool kits on eBay to make our point. Got the word out with radio and print / posters as well.
They made the X1 for the thrill-junkie. Our job was to tell that story without getting hurt. Along with broadcast and radio (our friend Chris Pine rocks the VO), we did some print and POS posters.
The sales event - a mainstay of every car brand. We wanted ours to feel more “brand” than “event,” while still moving the metal. We gave our hard working dealers some hard working materials, from TV spots to social videos, a microsite, and banners, and they saw results. A 24% bump in sales over last year’s event.
From the second that Mazda announced its partnership with the renowned Team Joest, there was excitement. But success could only be measured by victory. And win we did at Watkins Glen, taking both first and second place. Right away our drivers thanked our 25 biggest followers with a personalized video. They thanked all the fans with a group video, a carousel on FB and a USA Today ad. Winning sure makes you feel alive.
To launch Mazda’s seventh generation of cars, we showed people how it feels to drive one; you feel connected, powerful, in control, and alive. When you feel like that, you can do anything. A full 360 campaign executed around the world, from the brand level through retail, we encouraged people to spread their wings. And they heard us. Brand awareness skyrocketed over 34% in the first three months.
Mazda’s new brand position was born.
Mazda has always been a pioneer of car design and engineering, changing the game for the entire industry. To build the brand with the launch of the Mazda3, we celebrated Mazda’s accomplishments along side other famous game changers. From broadcast, to web, to OOH, we broke though the clutter and raised brand awareness by 22%.
How do you show off the inside of a Mazda CX-5? Have a magician cut in in half. Two magicians, actually.
There are so many car brands trying to get your attention at the holidays. But there’s only one ultimate driving machine. So we gave our dealers a suite of assets to that helped them stand out and post record sales numbers.
