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MAZDA

Mazda@home

#Promote

Context

2020 was an important year for Mazda as the brand unveiled its first time 100% electric car: Mazda MX-30. In the specific context of the health crisis, the brand wanted to introduce the car to new buyer profiles and allow them to test it in optimal conditions.

Objective

Putting in place a lead-generation tool that targets "Full Electric or Electric Ready" profiles and devising an impactful activation that takes into account consumers’ new behaviours.

ORECA Events solution

Coordinating a test-drive campaign presented as a "preview opportunity" mode entitled #Mazda@home and allowing the Mazda MX-30 to be tested on demand at the location of one’s choice. The campaign relied on an omnichannel approach, targeting specific profiles, supplemented by a premium call centre available at all times throughout the process.