Mazda Promo, Case study PURPLE CARD by J. Walter Thompson Italy

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PURPLE CARD

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Industry Cars, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Italy
Agency J. Walter Thompson Italy
Creative Director Flavio Mainoli, Ecd Pietro Maestri - Associate Creat Dir Paolo Cesano
Art Director Massimiliano Traschitti
Copywriter Antonio Codina
Released April 2012

Awards

Eurobest 2013
PR BEST USE OF SPONSORSHIP Gold

Credits & Description

Category: Best Use of Sponsorship
Advertiser: MAZDA MOTOR ITALIA
Product/Service: SPONSORSHIP
Agency: JWT ROME
Chief Creative Officer: Enrico Dorizza (JWT Italia)
Chief Creative Office: Sergio Rodriguez (JWT Italia)
Creative Director: Flavio Mainoli (JWT Rome)
Creative Director: Paolo Cesano (JWT Rome)
Art Director: Massimiliano Traschitti (JWT Rome)
Copywriter: Antonio Codina (JWT Rome)
Account Director: Ercolino Milanese (JWT Rome)
Account Executive: Tiziana Di Iorio (JWT Rome)
Media placement: Direct Mailing - Mail - 6 September 2011
Media placement: Viral Web - Youtube - 12 September 2011
Media placement: Event- Press Conference - Rai Sport 1 - 20 October 2011
Media placement: Consumer PR - Website - www.cartellinoviola.it - 20 October 2011
Media placement: Consumer PR - Facebook Page - www.facebook.com/cartellinoviola - 20 October 2011
Media placement: Event - Monthly Award Ceremony - Rai Sport 1, Violachannel - 26 January 2012
Media placement: Event - Monthly Award Ceremony - Rai Sport 1, Violachannel - 9 March 2012
Media placement: Event - Monthly Award Ceremony - Rai Sport 1, Violachannel - 5 April 2012

Summary of the Campaign
Mazda, a Japanese brand that has built its identity on the values of challenge, fairness and respect, asked us to increase its brand awareness among 25-50-year-old Italian males. 16m Italians correspond to this profile, and all of them are soccer fans and Mazda is the main sponsor of Fiorentina,

How could we communicate Mazda’s values of challenge, fairness and respect, in a world such as soccer, overwhelmed by scandals and corruption? We transformed this problem into an idea, creating a new media capable of communicating Mazda’s positive values to 16m soccer fans: a Purple Card, the only card that rewards fair play, bounding it forever to Fiorentina’s and Mazda’s corporate colours.

We created a jury composed by the directors of the main TV News and sports’ press. Each month, the Purple Card is awarded to most relevant Fair Play gesture among the ones highlighted on Facebook. Every month, during an event reported by all the sports’ media, a famous sportsman is awarded by Mazda. In this way Mazda has a new testimonial of sports’ fairness every month, which perfectly embodies the brand’s values.

When the season ends the sportsman who performed the most relevant gesture among the Purple Card winners will receive a Mazda Cx-5, becoming Mazda’s main testimonial of fairness. Mazda, by exploiting its Fiorentina sponsorship in an outstanding way, has managed to bond its name to the fairest Italian soccer players, becoming the synonym for positive values, building its reputation among all soccer fans.

The Situation
In the Italian market, Mazda is not acknowledged among the most important Japanese car brands. Very few actually know that Mazda is a Japanese brand that has built its identity on the traditional values of challenge, fairness and respect.

That’s why Mazda asked us to increase its brand awareness among its main target, 25-50-year-old Italian males. To do this they gave us a very low budget and the chance to exploit Mazda’s sponsorship of Fiorentina soccer team, but unfortunately this occurred in a very disgraceful moment for Italian soccer, soiled by scandals and corruption.

The Goal
To communicate to all the soccer world Mazda’s values of challenge, fairness and respect, we have transformed the widespread scandals into an opportunity, creating a new media capable of communicating to 16m soccer fans and of linking the brand to famous sportsmen: the Purple Card - the only card that rewards fair play, bounding it forever to Fiorentina’s and Mazda’s corporate colours.

Fans, attracted by the relevance of the theme, started posting on Facebook fair play gestures by sportsmen. We formed a jury with the directors of the most important sport’s press, thus guaranteeing spontaneous and periodic media coverage.

The Strategy
First, some virals were introduced on YouTube, showing Fiorentina soccer players during a 'Fair Play training session'.

These virals brought thousands of curious viewers on the project’s landing page, www.cartellinoviola.it, where we provoked them, by telling them that only those who win without cheating can be considered true winners.

The fans enjoyed the challenge and started reporting the gestures of the fairest soccer players on Facebook’s Purple Card profile, specifically created as reporting site.

Then the prestigious jury started its activity, awarding every month, a sportsman; the prize-giving ceremony has become a monthly event followed by all the sports’ media.

Execution
According to the original plan the campaign awards each month a famous sportsman among the ones highlighted each Sunday. The Cx-5 was presented for the first time in Italy, at the Motorshow of Bologna (December 2 /10th 2011), together with the Purple Card Fair Play Award, with the presence of Fiorentina soccer players. We also communicated the operation with side field advertising posters at Fiorentina’s Franchi Stadium, Meazza Stadium in Milan and Olimpico Stadium in Rome. We invited all fans to visit cartellinoviola.it website and the project’s Facebook page
During the month of April 2012, ACF Fiorentina printed on its team shirts, the Fair Play Mazda CX-5 Award logo, instead of Mazda’s one.

Documented Results
Today in Italy, every month a famous sportsman becomes Mazda’s testimonial.
Mazda can now count on 7 testimonials between soccer players and trainers, who periodically appear on all sports’ press.
When the season ends, a final winner will become the symbol of Mazda’s values thanks to its gesture of fairness.
Mazda has become part of the soccer world slang, communicating its core values to over 16m fans.
Thanks to the Purple Card Facebook page, the access to the Cx-5 mini-site increased to 24%, and we had +18% in one month for the corporate Mazda site hosting the mini-site.
The Purple Card monthly prize-giving ceremonies were thoroughly reported by all the sports’ media specialised in soccer. From November till now Mazda has registered 140m media impressions for free.