All-new Mazda CX-3
Giving drivers the chance to "Challenge the Rhythm"
Mazda’s all new CX-3 is a small crossover which embodies all that’s great about Mazda’s Kodo design ethic. For its UK launch we were challenged to create a fully developed digital campaign with mobile and social at its core. Our task was to drive engagement and awareness, aligning with above-the-line creative which centred on a drum and rhythm-focused TVC, and of course keeping Kodo design at the centre of our executions. With limited moving assets and a crushing schedule we had our work cut out for us.
Our interactive “Challenge the Rhythm” campaign allowed users to create and send messages from a bespoke dashboard. These messages, entered as text, were converted into drum rhythm tracks in morse code. Keeping the car at the centre of all we did, our content team built the CX-3 in 3D, and users were given a shareable video with their rhythm message expressed as animating lines reflecting the distinctive Kodo lines of the car. Access was via mobile and desktop banners and the Mazda webportal.
With over 52,000 visits to the “Challenge the Rhythm” page on Mazda.co.uk and 5,000 games played, lots of users loved hearing their messages brought seamlessly to life in percussion. Over 23% played again and 15% shared their video. Our ad units performed just as well with over 700,000 engagements, and 160,000 clicks through to the Mazda webportal. The interactive game masthead alone delivered nearly ten times over the industry benchmark for engagements with (4.71% versus 0.5%). We clearly answered Mazda’s challenge and delivered both on engagement levels and enhanced awareness.
It’s great that so many people enjoyed the experience, and that it's been such a success