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
|
Credits
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 Brand Experience & Activation?
This physical and non-compromising brand experience, offered the good old ‘car show feeling’ in times when having any experiences at all is scarce. This made us stand out in a market where every competitor went online.
Background
The Brussels Motor Show was cancelled due to the pandemic. 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 (20% 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 at the moment 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 (30% 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.