In a phrase, the Mazda brand promise is ‘Zoom-Zoom', evoking the emotion of motion we first feel as a child. Clearly, it's a dynamic proposition best communicated by putting people behind the wheel of a Mazda.
Even better if that Mazda vehicle happens to be the all new Mazda MX-5 or a special edition of the company's rotary engined sport car the RX-8.
That's exactly what happened at the British International Motor Show in 2006, when Imagination designed and delivered a bespoke driving experience outside the exhibition halls, enjoyed by almost 4000 visitors.
From the participants' point of view, the incentive was to drive each car for two laps around a specially built course, in the company of a professional racing driver.
From the perspective of Mazda UK, this was an opportunity for data capture and to communicate brand messaging to a receptive audience.
The Challenge was promoted on large scale outdoor posters, an animation on the Mazda stand at the Show, graphics and leaflets distributed by hand. The course itself featured extensive branding.
Registering those taking part enabled data capture; a short briefing session after registration presented brand and product messaging as well as heightening anticipation.
Thereafter, guests then undertook a practise lap before driving both vehicles. Just to complete the experience, they were rated on their driving skills, lap times and Zoom-Zoom attitude by the professionals.
Everyone involved received an email after the event, detailing their Zoom-Zoom score. The winner was given a Mazda MX-5 to drive for a year.
Essentially, the Zoom-Zoom Challenge enabled Mazda to differentiate itself at the Motor Show through a high profile brand and product experience and secure audience exposure of around 500,000.
In terms of data capture, the contact details of over 3,100 individuals were recorded, generating over 2,700 brochure requests. This also included over 150 requests for test drives at Mazda dealerships.
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