The Campaign

Our challenge was to lift consideration of Mazda2 amongst our fast-paced, 18-30 female consumers in Australia. With a modest budget and a highly active competitor set spending heavily in mainstream media. Therein lied our opportunity. We targeted the heart of our demographics social calendars by sponsoring Australia’s biggest music festival - Future Music Festival. The sponsorship opportunity was multi-channel, enabling leverage across both Future Music and Mazda’s bought, owned and earned media. We were able to craft a campaign that touched our target market across multiple touch points, ensuring two-way conversation and seamless integration.

Success of the Campaign

Mazda’s 3rd party research agency*, conducted a pre and post campaign qualitative survey of 400 people, benchmarked against a control group that uncovered the campaigns success: •58% were more likely to consider Mazda2 for their next car. •79% agreed Mazda is more youthful, more vibrant and more exciting. Quantitative results of the campaign equated to an impressive cumulative total of over 1.6M total touch points. We also increased Mazda Australia’s Facebook page fan base by 46,209 by driving consumers to the page to enter the promotions. (* BDA Research, March to May 2012).

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Mazda owned the 2nd main stage - the only branded main stage of any music festival in the country. We created themed experiential tents at the events where festival goers enjoyed free masseurs, phone recharging and a themed photo booth. Giveaways included photos on branded lanyards, Mazda2 sunscreen and ponchos. The site maps and the mobile applications featured Mazda2 as well as the seamless integration within Future’s popular social media platforms. 2 Consumer promotions supported the campaign and following the event, Mazda presented the Future Music Festival TV special – Channel V’s most successful live broadcast in 3 years.