Adding Zoom-Zoom to your weekend. Mazda

Challenge

In a period of economic gloom, Mazda wanted to find a more exciting way to stimulate leads, test drives, and ultimately, sales across the UK.

Insight

We recognised that Mazda’s target conquest customers were too time poor, too hassled during their busy week days to consider Mazda properly.... but they would respond enthusiastically to an exciting new Mazda experience if it involved them at the weekend.

Solution

We devised an integrated marketing campaign to cast Mazda as "the enabler" in peoples' lives. This weekend go somewhere different, do something more interesting…in a new Mazda.

There were 2 key stages to the campaign.

Stage 1: Encourage customers to discover and win their ideal weekend themes using online and live experiential promotion across the UK to recruit them. Customers were directed to a bespoke micro site to enter their details for a chance to win their dream weekend. There were four themes – gourmet, style, fun and adventure. We then matched prospects to their ideal Mazda based on their choice.

Stage 2: Invite profiled leads from the campaign database to experience the ultimate Mazda driving weekend – a Zoom-Zoom weekend - and increase brand advocacy. It was enormous fun and a unique experience. Just ask anyone who took part. The campaign focused on the key CRM insight to ensure all the phases were connected so that the customer journey was seamless and fully integrated.

Results

• 97,000 unique visits to the microsite
• Around 1 million people reached at live events
• 1,100 people drove Mazda cars at the events
• A 10x better return than their previous incentive programme
• Over £4m of vehicles sold