Artikelverktyg

• Skriv ut
• 

Destination

Mazda was performing strongly in Sweden, the trouble was that most purchasers were from the older generation. It was crucial to connect with a younger audience.
With the launch of the new Mazda3, the brand had the perfect car. Our job was to increase awareness and preference to a younger and trendier target.

Platform

Our strategy was to put the new cars directly in the target audience's social space, to force them to reappraise its stylish lines.
We created a message that was stunning and designed to impress the design savvy young target. And we placed it in a media environment that was all about technological prowess and innovation.
We created Sweden's first-ever 3D commercial and made our brand an integral part of the year's biggest film opening, Avatar.

Design & Delivery

Delivering required us to refashion a traditional 2D advert into something more spectacular. The team took the latest Mazda and modelled a 3D wire framework over the bodywork, then wrapped our 2D images around it.
By matching the camera angles from the original ad, it was then possible to refilm the commercial using the 3D model and two virtual stereoscopic cameras to create a truly 3D effect.
Mazda's 3D commercial was shown exclusively at Avatar screenings, when audiences would be primed to use their 3D glasses.
The brand also became part of the opening night, with cars in the foyer.
The 3D commercial was complemented by major investment in a 2D cinema campaign as well as banner domination of ticket sites were 60% of all Swedish cinema tickets are sold. Activity also ran in cinema press.

Results

• Mazda's advert was box office gold.

• Four cars were sold on the opening night.
• The 3D execution delivered massively improved recall, up 61% on the 2D film.
• 65% of the target audience said the message stood out - three times the norm for auto ads, which usually score just 20-21%.
• Mazda is now exporting our 3D strategy to other markets.
• The 3D spot, along with other innovative media solutions at the end of 2009 and the beginning of 2010, has generated an increase in Mazda website visits in January - April 2010 by an amazing 130% compared to the same period in 2009.

Relaterade länkar:

• Mazda Sweden