| Title | MAZDA OPEN AIR B&B |
| Brand | MAZDA |
| Product/Service | MAZDA MX-5 |
| Category |
C02. Cars & Automotive Services |
|
Entrant Company
|
THESE DAYS - WUNDERMAN Antwerp, BELGIUM
|
|
Advertising Agency
|
THESE DAYS - WUNDERMAN Antwerp, BELGIUM
|
|
Media Agency
|
MINDSHARE Brussels, BELGIUM
|
|
Production Company
|
PLUG&PLAY Boortmeerbeek, BELGIUM
|
Credits
| Jolien Tuyteleers |
These Days |
Concept copywriter |
| Kate Bellefroid |
These Days |
Art Director |
| Sam De Volder |
These Days |
Executive Creative Director |
| Gio Canini |
These Days |
CEO |
| Tom Thijs |
These Days |
Account Manager |
| Seppe Dogge |
These Days |
Account Executive |
| Toon Diependaele |
These Days |
Chief Strategy Officer |
| Tallita Ortiz de la Torre |
These Days |
Strategic Planner |
| Karen Vranken |
These Days |
Senior Designer |
| Sander De Smedt |
These Days |
Interactive Designer |
| Sven Lemmens |
These Days |
Front-End Developer |
| Joachim Sas |
Mazda |
Brand Manager |
| Matthias Sileghem |
Mazda |
General Manager |
| Bert Callens |
Mazda |
Digital Expert |
| Steven Witpas |
Mazda |
Coördinator P/A |
| Ben Seys |
Mazda |
Product Manager |
The Brief
The MX-5 is an iconic car of the year 1989 and is now mainly popular among the generation that grew up with the car: generation X. With this campaign we wanted to make the car stand out for a younger target group: generation Y. Without losing our slightly older die hard fans.
Campaign Success
To speak to both audiences we investigated the need that generation x and y both share in their often busy lives: the need to enjoy life, to seize the day.
So instead of test drives we offered test trips. A trip to our custom Mazda Open Air B&B with the same feature that made the car special: a retractable roof. During the day potential buyers could enjoy their drive and in the evening the outdoor experience continued.
Our different approach allowed us to break out of the obvious car magazines, as the story of a convertible car with it’s own convertible Open Air B&B was also interesting for lifestyle and travel media. The perfect place to meet our target group.
Describe the success of the promotion with both client and consumer including some quantifiable results
• The MX-5 generated more test drives bookings (1563) in one month then all the models of Mazda together in 7 months (1360 bookings)
• 130% of the year’s target was sold in only 2 weeks time after the official sales launch.
• The sales KPI given by Mazda EU to Mazda Belgium for the MX-5 launch was exceeded by more than 1000%.
Explain why the method of promotion was most relevant to the product or service
With the launch of a new model car brands want their target audience to get the full driving experience, organizing as many test drives as possible. But a lot of people need an extra nudge to take the step to subscribe for a test drive. So, Instead of inviting them for the usual test drive, we offered a test trip.