Under the hood of Mazda's VR driving experience from Iceland to The Alps

Lively Worldwide was highly commended at The Drum Experience Awards 2019 with its ‘Changing the face of Mazda’ campaign for Mazda Motors Europe. Here, the agency reveals the challenges faced and the strategies used to deliver this successful project.

The challenge

Mazda’s challenge was to unify brand activations’ output across 22 European territories.

The strategy

Based on industry insight and retail behaviours, Lively created a dynamic experience framework to tell the Mazda Heritage story.

Our strategy was to create brand awareness, drive advocacy and increase sales by making the cars the heroes of the campaign. To achieve this, we leveraged technology to engage consumers, while providing key insights and measurement back to the business.

The campaign

Welcome to The Mazda Experience.

A multi-use set of experiences that are easily transportable and useable across a number of different retail scenarios from a pop-up at a dealership through to a full city centre retail experience.

Our experiences included:

Interactive touchscreen - Explorative brand storytelling with a gamified interactive touch UX. Developed for large and small formats.

4D VR Driving experience - Placing the consumer in the driver’s seat, we created an exhilarating 4D drive from Iceland to The Alps. The dynamic drive incorporated surround sound sponsored by Bose, heat and wind emulators with real world vibration to transport the driver into the cockpit.

Mazda Gallery - A visceral mixed media gallery demonstrating the complex hand made design process that goes into a Mazda.

KODO Design evolution - An immersive projection mapped sculpture, showcasing the unique design and shape of the future generations of Mazda with the RX Vision coupe.

Phase one was rolled out in Germany across seven locations, then adopted in another five markets.

The results

The project delivered more than 3000 VR experience, generated additional footfall of 50,000 customers and generated in excess of 2000 sales leads.

This project was a winner at The Drum Experience Awards 2019. Click here to register your interest in 2020's event.

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