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.
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.