| Title | VOILA MA SUISSE |
| Brand | MAZDA (SUISSE) |
| Product/Service | CAR |
| Category |
A01. Innovation |
|
Entrant Company
|
JWT/FABRIKANT Zurich, SWITZERLAND
|
|
Advertising Agency
|
JWT/FABRIKANT Zurich, SWITZERLAND
|
|
Media Agency
|
MINDSHARE Zurich, SWITZERLAND
|
|
Production Company
|
ONFILM Zurich, SWITZERLAND
|
|
Production Company 2
|
FUTURECOM INTERACTIVE Zürich, 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 Brief
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. Our mission: to make the brand Mazda more engaging and relevant for the target group while overcoming common brand hurdles. By challenging communication conventions with a surprising, unseen online campaign.
We used public released and for this project specially developed technology, fleet management and seamless Social Media Integration.
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 used Streetview Camera System is a complete solution that covers all steps from recording to display, developed for us. The Streetview camera with the potential of six pictures à 5MP per 5 meter at a top speed of 160 km/h which can run even in heavy weather conditions (Googles’ Streetview cameras are not designed for that function). Special sensors are able to level the aptitude and combine camera’s and the car’s GPS. Each panorama is fully geo-referenced with Latitude, Longitude, Altitude, Direction, GPS date and time and local date and time. A special designed iPod was used to set the camera via an own developed App. Via individually designed software tools we are able to program the Garmin navigation system with the routes the users registered online on www.voila-ma-suisse.ch. The developed technology was made in a way that it is easily accessible and easy to be operated by everyone.
A Blurrifying process and software even Google hasn’t developed, was specially designed for our campaign. This guaranteed 100% of data privacy by this software and privacy process according to legal needs.
Routes and Stories are uploaded with Streetview-like pictures and videos, shared on www.voila-ma-suisse.ch. A specially designed web interface brings together webdata and campaign data.
The workflow, which we developed, not only included all recorded Streetview routes, film & picture editings (blurring) of all videos and images as well as the upload of all data within only 2 weeks. In total 34'000GB data was edited, developed and supplied for everyone on www.voila-ma-suisse.ch.
34000 of the entire 71000 kilometers of Switzerland`s streets, were mapped and documented with thousands of pictures and individual stories by Voilà ma Suisse test drivers. 10 % of the Swiss citizens were involved in the campaign, 25 % of the Swiss have seen the Voilà ma Suisse-Videos on YouTube.
Mazda overcome the existing brand hurdles, to communicate Mazda’s brand essence to as many Swiss people as possible and become an emotional and engaging brand to reach a younger target group.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.
As a result, the specially devoloped technology for the “Voilà ma Suisse” campaign was 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.
The potential of the campaign gained surprising momentum. The brand philosophy – to make things better, we challenge convention – is proofed. The website www.voila-ma-suisse.ch will be proceed and the data will be utilized for further activities of
the brand.