ABOUT

Challenge

For 2017, Mazda wanted to create an engaging brand experience for the launch of the all-new Mazda CX-5, that delivered their key campaign messaging of ‘Drive Together’, and reached out to a new conquest audience.

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Insight

Not all shoppers go to a dealership when they are thinking of getting a new car - we needed to reach a conquest audience on a large scale, where they are in a relaxed but engaged mindset to consider test drive, and potentially purchase.

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Strategy

To bring to life Mazda’s ‘Drive Together’ philosophy, and communicate the key ‘reasons to believe’ of the all-new Mazda CX-5, we created an immersive 360 driving experience, for shoppers to be able to ‘test drive’ the car without leaving the shopping centre itself.

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Solution

‘Retail-tainment’ meets test drive, the virtual 360 drive enabled an exciting and memorable engagement between customer and brand. A digital brochure sent instantaneously via text or email once a shopper had left the stand enabled key data capture for Mazda, whilst also ensuring brand recall for the shopper once they had left the stand.