FLAFF by Doner for Mazda

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FLAFF

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Industry Cars
Media Promo & PR, Case study
Market United States
Agency Doner
Associate Creative Director Jason Jakubiak
Executive Creative Director Cd Steve Chavez
Producer Stephane Raymond
Released April 2009

Credits & Description

Category: Best Use of Branded Content
Advertiser: MAZDA
Product/Service: MAZDA3
Agency: DONER
Date of First Appearance: Apr 15 2009 12:00AM
Entrant Company: DONER, Southfield, USA
Entry URL: http://33keysproject.com/
Co-Chief Executive Officer/Chief Creative Officer: Rob Strasberg (Doner)
Interactive Executive Creative Director: Justin Smith (Doner)
Executive Creative Director: Steve Chavez (Doner)
Associate Creative Director: Jason Jakubiak (Doner)
Senior Art Director: Jim Ward (Doner)
Vice President/Director of Interactive Operations: Laura Squillace (Doner)
National Account Supervisor: Kathryn Long (Doner)
Associate Media Director: Kyle Lin (Doner)
Producer: Stephane Raymond (1976 Productions)
Media placement: Billboard - Outdoor - 20/04/2009
Media placement: Defaced Billboard - Outdoor - 27/04/2009
Media placement: TV - 20 FLAFF Episodes - Musique Plus - 13/04/2009
Media placement: Marie-Claude Perron Blog - Musique Plus - 27/04/2009
Media placement: Social Media - FLAFF Page - Facebook - 20/04/2009
Media placement: Social Media - Twitter - 20/04/2009

Results and Effectiveness
Viewers took the bait and went down the rabbit hole into 33 Keys. FLAFF was pivotal in informing players and propelling the narrative of the game. It was also crucial in spreading awareness throughout our target audience. Capitalising on MusiquePlus’ viewership advanced the game culturally and gave client metrics a huge boost. Overall, the campaign exceeded projections by more than 500% making it Mazda’s most successful campaign ever.

Creative Execution
We created FLAFF, a television show that had a twenty-episode run on MusiquePlus, the Quebec version of MTV. It was the primary trailhead and information hub of the Mazda ARG, 33 Keys. It was created to be a fashion show and the first three episodes were decoys that reported on the underground boutique scene in Montreal. The show was “hijacked” when billboards promoting the show were defaced with graffiti relating to the game. The host then dedicated herself to the cause and reporting on the game.

Insights, Strategy & the Idea
Mazda wanted to launch the Mazda 3 to a millennial audience and increase sales. millennial car buyers are incredibly media savvy and increasingly tired of being marketed to. Further, our research pointed to their desire to be engaged as active participants in the campaign itself. Have a conversation with them, not at them. It was these insights that led us to an immersive marketing experience like an alternate reality game, the centrepiece of which was a television show.