The mission: To launch an experiential marketing campaign promoting the Mazda brand, driving sales and promoting brand advocacy.
The method: 'Recruit' 3000 carefully selected members of the public and expose them to a 'Special Ops Driver Training' course, using cars from the Mazda range.
In today's automotive industry, the standard of competition and strong focus on brand image requires manufacturers to develop truly innovative strategies. Such a strategy was adopted by Mazda UK in 2006 for an award winning live marketing campaign called 'Project Renesis'.
The campaign was aimed at prospective car buyers and potential advocates of the Mazda brand. A marketing drive encompassing online, press and radio advertising was launched by branding agency Billington Cartmell.
Dataflow Events were set the task of handling responses from the public, and converting them into attendees via email, telephone and a registration web site constructed around the 'special ops' theme. Responses were compared against target demographics to find the recruits who were best matched to the event and most likely to attend on the day. The recruits were then contacted and invited to register for the event.
The character 'Captain John Stern' was conceived for all contact with recruits, with all communication copy being styled in military fashion. Key dates were set for recruits to respond, while Captain Stern encouraged reserves to stay sharp in case they were called on to replace anyone who dropped out.
In total, Dataflow Events managed the sending of over 25000 emails and 2000 phone calls during the project to maximise attendance.
The communications were well received as well. In the words of one attendee: "The pre-event communication was excellent and far exceeded anything I've had for any other event, be it corporate or private."
De-briefing: Mission successful. Responses 1200% ae industry average. Unprecedented attendance levels. Client satisfaction secured. END.
