Mazda Promo TURBO-CHARGED ROADSHOW by Manning Gottlieb OMD London, OMD Sydney

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Industry Cars
Media Promo & PR
Market Australia
Agency Manning Gottlieb OMD London
Director Sharon Cookson
Agency OMD Sydney
Released August 2009

Credits & Description

Category: Event and Field Marketing
Product/Service: MAZDA3 MPS
Agency: OMD
Date of First Appearance: Aug 1 2009 12:00AM
Entrant Company: OMD, Melbourne, AUSTRALIA
Director, Melbourne: Sharon Cookson (OMD Fuse)
Communications Manager: Dave Christison (OMD Fuse)
Group Account Director: Chris Ivanov (CHE)
Media placement: Field Activation On Streets - Brisbane, Sydney, Melbourne, Adelaide, Perth - 1st August 2009
Media placement: Gym Media - Cards In Reception, Digital Displays In Gym, A3 Displays In Men's Bathrooms - 2nd August 2009
Media placement: Office Building Media - Digital Displays, Sport Sponsorship Of Building News Updates - 2nd August 2009
Media placement: Office Building Media - Mobile Car Showroom In Foyers - 2nd August 2009
Media placement: Press - 10x7, 10x11 Metro Dailies - 29th July 2009
Media placement: Social Media - Facebook Fanpage - 1st August 2009
Media placement: Outdoor - Brand) Limited Large Format Outdoor - 1st August 2009
Media placement: Magazine - Brand) Full Page Color - 1st August 2009
Media placement: Online - Various Size Banner Ads - 1st August 2009
Media placement: Online - Competition Page On Website\track - 1st August 2009

Describe the objective of the promotion.
Our objective was to grab attention, interest and talkability about the new generation Mazda3 MPS, and ultimately grow sales. We needed a hook to connect with our target who are busy, outgoing and successful men aged 30-49. They don’t have time to visit dealers and experience the cars directly, so we took the cars to them!

Describe how the promotion developed from concept to implementation
'Win a TURBO track day for you and 3 mates' would draw attention to the car. An unusual brand prompt and activation device in the form of a business card highlighted the top 6 features of the car, competition and website details. We took the cars to the streets, parked at cafes, on the beaches, at the football, and erected mobile showrooms in office towers. We invited people to directly explore the car, ask questions and sign up for test drives. Promotion via cards and men’s bathroom posters in gyms, digital displays, small space press, and social media.

Describe the success of the promotion with both client and consumer including some quantifiable results
The strategy worked! Unfortunately due to client confidentiality we are unable to provide specific figures in relation to the campaign, test drives and unit sales. However 78% of all brochure requests in 2009 were received during the 8 week campaign. Average monthly sales increased by a massive 573% during the 2 month campaign period.

Explain why the method of promotion was most relevant to the product or service
Mazda3 MPS speaks for itself, but our target were not seeking it out. This activation gave us the opportunity to draw attention to and enable direct experience with the car; the real objective of the campaign. We placed the cars in locations and at times when our time poor target audience could spare a few minutes to explore and interact with them, ask questions, request brochures, and sign up for a test drive (which was promptly fulfilled by local dealers). The business card provided a reminder of the promotion and key benefits of the car.