By Michael Feeley | Founder and chief exec

HPS Group

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The Drum Network article

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January 12, 2016 | 2 min read

In response to Mazda’s challenge to its UK marketing agency partners to raise awareness of its new MX-5 model, HPS Group has created and released a series of videos that mix elements of hit TV shows ‘First Dates’ and ‘Top Gear’.

HPS Group invited eight pairs of singletons to take part in a combined first date and test-drive in a Mazda MX-5 with the results being recorded via a dashboard camera and edited into short online videos. Members of the public can vote for their favourite date until 27 January with the winning couple receiving a bottle of champagne each – just in case the couple has already gone their separate ways!

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Charlotte Soper, senior account executive on the Mazda team for HPS Group, said: “The MX-5 is a fun drive and we wanted our campaign to reflect that. This idea certainly ticks the boxes for MX-5 target audience of digitally savvy 20-44 year-olds who relish spontaneity and adventure. The response so far has been tremendous, with more than 53,200 video views to date."

The agency judged to be the winner of Mazda’s challenge will be rewarded with a free fleet of five MX-5s to use for a month.

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