Title	DRIVE THRU MOTOR SHOW
Brand	MAZDA
Product/Service	MAZDA CARS
Category	G08. Market Disruption
Entrant	WUNDERMAN THOMPSON Antwerp, BELGIUM
Idea Creation	WUNDERMAN THOMPSON Antwerp, BELGIUM
Media Placement	MINDSHARE Brussels, BELGIUM
Additional Company	NEW BALLS PLEASE Zaventem, BELGIUM

Name	Company	Position
Manuel Ostyn	Wunderman Thompson	Creative Director
Pieter Staes	Wunderman Thompson	Creative Director
Robbin De Waij	Wunderman Thompson	Art Director
Pim Smeets	Wunderman Thompson	copywriter
Tom Thijs	Wunderman Thompson	Account Director
Fee De Bock	Wunderman Thompson	Account Executive
Diede Michiels	Wunderman Thompson	Account Executive
Ingeborg Van Hoof	Wunderman Thompson	Agency Producer
Matthias Berghmans	Wunderman Thompson	Art Director
Tom de Block	Wunderman Thompson	copywriter
Joeri Quinet	Wunderman Thompson	copywriter
Yves Donceel	Wunderman Thompson	French copywriter
Jérôme Van Den Broeck	Wunderman Thompson	French copywriter
Bert Beckers	Wunderman Thompson	Motion Design
Katrien Muller	Wunderman Thompson	Designer
Kelly Catteeuw	Wunderman Thompson	Designer
Kay Karremans	Wunderman Thompson	UI Designer
Giele Cools	Wunderman Thompson	Developer
Joran Schaefer	Wunderman Thompson	Developer
Karel Van Gucht	Wunderman Thompson	Motion Design
Tom Vingerhoets	Wunderman Thompson	Strategy Director
Alexander Kolenberg	Wunderman Thompson	Strategy Planner
Jannick Broux	Wunderman Thompson	UI Designer
Jeroen Michiels	Wunderman Thompson	UI Designer
Anja Van den Broeck	Wunderman Thompson	DTP
Theo Hagtingius	Wunderman Thompson	DTP
Jan-Bart Debruyne	Wunderman Thompson	DTP
Sofie Verschaeren	Wunderman Thompson	Print Producer
Pieter Neirynck	Wunderman Thompson	DOP
Michaël Bombeek	Wunderman Thompson	Production Director

Why is this work relevant for Media?

After the cancelation of the Brussels Motor Show, all car brands went online to create their own virtual motor show. While we went for the unexpected medium and created a real-life experience. A drive thru motor show to be precise.

Background

In December 2020, the pandemic put a stop to events like the Brussels Motor Show. A major setback for Mazda Belgium, because it’s responsible for 29% of their yearly sales. To still be able to immerse our customers in the Mazda line-up, we had to ‘think outside the box.’

Describe the creative idea / insights (30% of vote)

We created the first Drive Thru Motor Show, complete with friendly hosts, brochures and individually wrapped finger food. Everything the usual car show has to offer, but all from the safety of your car bubble. Creating the good old ‘car show feeling’ in covid-times.

Describe the strategy (20% of vote)

Unlike our competition, we took the ‘virtual motor’ show as a given. But we figured people would be tired of digital experiences since the lockdown and would be eager for real-life experiences. That’s why we went all-in to give people an experience in a time they really needed one. And find a way -within the restrictions of the pandemic measures- to create a 100% covid proof event.

Describe the execution (20% of vote)

This two-day pop-up event located at a huge parking lot in Brussels was the center of our campaign, featuring in a tv campaign, display banners and out-of-home.

List the results (30% of vote)

+ 9,8% more cars sold compared to last year (when there was an actual Motor Show.) + 22,5% increase in market share.

Please tell us how disruption in your market inspired the work

The national pandemic measures in Belgium restricted the number of people you were allowed to see to 4. This measure of creating ‘social bubbles’ put a stop to events like the Brussels Motor Show, but it inspired us to create the first Drive Thru Motor Show, all from the safety of your car bubble.