MAZDA GOES 3D by Mindshare Stockholm for Mazda

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MAZDA GOES 3D

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Industry Cars
Media Promo & PR, Case study
Market Sweden
Agency Mindshare Stockholm
Associate Creative Director Jack Zeniewski
Executive Creative Director Eddy Greenwood
Released December 2009

Credits & Description

Category: Best Use of Cinema
Advertiser: MAZDA
Product/Service: MAZDA 3
Date of First Appearance: Dec 4 2009 12:00AM
Entrant Company: MINDSHARE SWEDEN, Stockholm, SWEDEN
Marketing Manager: Per Zachrisson (Mazda Sweden)
Account Manager: Marcus Gustafsson (Mindshare Sweden)
Account Director: Gunilla Andersson (Mindshare Sweden)
Post-Production Supervisor: Andy Burgdorff (Unexpected Stuttgart)
Associate Creative Director: Jack Zeniewski (JWT Frankfurt)
Agency Producer: Tim Greven (JWT Frankfurt)
Executive Creative Director: Eddy Greenwood (JWT Frankfurt)
Production Company Director: Jorn Threlfall (Outsider, London)
Post-Production Company (2D images): (Moving Picture Company, London, UK)
Media placement: 3D Cinema Spots - SF Media - 18 December 2009
Media placement: 2D Cinema Spots - SF Media - 4 December 2009
Media placement: Cinema Ticket Booking Site - Sf.se - 4 December 2009
Media placement: Cinema Magazine - And På Bio (Cinema Magazine) - 4 December 2009

Results and Effectiveness
Mazda’s advert was box office gold. We sold four cars 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.

Creative Execution
Delivering required us to refashion a traditional 2D advert into something more spectacular. We 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, we were then able to refilm the commercial using our 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 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 booked. Activity also ran in cinema press.

Insights, Strategy & the Idea

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. 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 tailored to impress the design savvy young target. And we placed 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.