| Title | VOILA MA SUISSE |
| Brand | MAZDA (SUISSE) |
| Product/Service | CAR |
| Category |
A02. NON-FICTION: SERIES OR FILM |
|
Entrant Company
|
JWT/FABRIKANT Zurich, SWITZERLAND
|
|
Contributing Company
|
JWT/FABRIKANT Zurich, SWITZERLAND
|
|
Contributing Company 2
|
FUTURECOM INTERACTIVE Zürich, SWITZERLAND
|
|
Contributing Company 3
|
NEWSCAM Matzingen, SWITZERLAND
|
|
Media Agency
|
MINDSHARE Zurich, SWITZERLAND
|
|
Production Company
|
ONFILM Zurich, SWITZERLAND
|
Credits
| Remy Fabrikant |
JWT/FABRIKANT |
Ceo |
| Matthias Walker |
Mazda Suisse SA |
Direktor Marketing |
| Jochen Hennecke |
JWT/FABRIKANT |
Account Director |
| Michele Salati |
JWT/FABRIKANT |
Creative Director |
| Giuseppe Loffredo |
Mazda Suisse SA |
Direktor Pr |
| Anne Thorens |
Mazda Suisse SA |
Manager Communication/Events |
| Tina Mons |
JWT/FABRIKANT |
Account Manager |
| Sabrina Schoenfelder |
JWT/FABRIKANT |
Director Digital |
| Grégory Mettraux |
Mazda Suisse SA |
Product Coordinator |
| Bastien Junod |
Mazda Suisse SA |
Online/Crm/Events Specialist |
| Rainer Bühler |
JWT/FABRIKANT |
Strategie |
| Mihoko Homma |
JWT/FABRIKANT |
Strategie |
| Noèlie Martin |
JWT/FABRIKANT |
Art Director |
| Cagdas Cakmaktas |
JWT/FABRIKANT |
Art Director |
| Heinz Helle |
JWT/FABRIKANT |
Copywriter |
| Urs Zwyssig |
JWT/FABRIKANT |
Copywriter |
| David Guntern |
JWT/FABRIKANT |
Dtp |
| Sascha Djabbari |
JWT/FABRIKANT |
Technical Manager |
| Pascal Kuptz |
JWT/FABRIKANT |
Digital Manager |
| Vanessa Benvenuto |
JWT/FABRIKANT |
Graphic Designer |
The Campaign
When Google Street View failed to put Switzerland on the map, due to swiss law applications, Mazda took on the challenge and accomplished Google’s mission.
The campaign idea enables not only to map Switzerland in a rational way but also contrary to Google in an emotional manner. Thereby making „Voilà ma Suisse“ the largest test drive ever.
The Swiss were invited to drive a Mazda Streetview car with a specially designed Streetview camera on the roof and a Garmin Action cam inside the car to capture people’s emotions. The routes and stories were uploaded with Streetview photos and videos – shared on www.voila-ma-suisse.ch.
Results
Our mission: to make the brand Mazda more engaging and relevant for the target group.
By inviting people to “Show their Switzerland to the world” we motivated through an innovative social media campaign, to discover and share the unknown (and still largely unmapped) sides of Switzerland. The Swiss were invited to drive a Mazda Streetview car with a Streetview camera on its roof, specially designed and exclusively developed for this project, and a Garmin Action cam inside the car to capture people’s emotions.
We used our own technology, fleet management and seamless social media integration. We developed a blurring process and software that even Google hasn’t developed. With this software we guaranteed 100% data privacy as per legal requirements.
Our special designed Streetview camera has the potential to take six pictures à 5MP per 5 meter at a top speed of 160 km/h. Unlike the Google Streetview cameras, our cameras can be operated in heavy weather conditions. We developed a software to be able to program the Garmin navigation system with the routes the users registered online.
We established a roadshow with 10 cars, which took place in 21 locations of Switzerland from May to October 2014.
The result: We created a picture of Switzerland that didn’t exist before: emotional, unexpected, engaging and online.
We were able to reach half a million people by seeding videos of surprising local stories, creating a picture of Switzerland that didn’t exist before: emotional, unexpected, engaging and online.
This content was shared via social media to motivate the Swiss to tell their own personal stories. People registered their routes on a specially designed website, chose their Mazda, described their route and agreed on a timing. After the registration, users shared their stories with pictures, route descriptions and private videos.
We achieved millions of CHF worth PR value through all communication channels including broadcasting, blogs, TV, print and online.
The campaign results:
10 % of the Swiss citizens were involved in the campaign, 25 % of the Swiss have seen the Voilà ma Suisse-Videos on YouTube. 34 000 kilometers of the entire 71 000 kilometers of Switzerland`s streets, were mapped and documented with thousands of pictures and individual stories by Voilà ma Suisse test drivers. The test driver average age of Mazda was reduced from 45 down to 38 thanks to Voilà ma Suisse. 82% of the Voilà ma Suisse test drivers had previously not driven a Mazda before. Millions of CHF worth PR value was generated alone by the online campaign.