| Title | VOILA MA SUISSE |
| Brand | MAZDA (SUISSE) |
| Product/Service | CAR |
| Category |
C02. MICROSITE |
|
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 |
Creative Execution
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 with an exclusively developed Streetview camera on its roof, and a Garmin Action cam inside the car to capture people’s emotions. People registered their routes on the microsite www.voila-ma-suisse.ch, chose their Mazda, described their route and agreed on a timing. The uploaded stories and videos create on www.voila-ma-suisse.ch a picture of Switzerland that didn’t exist before: emotional, unexpected, engaging 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. 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. 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.
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.
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.