ENGINEERED TO A FEELING
Mazda promise their cars will always make you feel something - so for the global launch of the All-New Mazda3 we put it to the test. We created The Feeling Factory, a world where instead of the car being put through its paces, the driver is tested, showing how each car is 'Engineered to a feeling'.
The global TVC was shot by Oscar-winning director Joachim Back and set to Nat King Cole's 'Smile' recorded by Cinematic Orchestra vocalist Heidi Vogel.
THE FEELING FACTORY
To sell the idea (and the car) we made a brand book outlining the detail, craft and relentless pursuit of perfection Mazda go to for their drivers. This lives in dealerships and partner agencies, and was launched at this year’s Geneva Motor Show.
TESTING FOR FEELING
We invited people to view the All-New Mazda3 for the first time and gauged their reactions through a series of ‘Feeling Factory’ experiments. These were played out across Mazda’s entire social platform network resulting in an 89% increase in online engagement.
Test 023: The Beauty Test
Test 023: The Beauty Test
Test 012: The Touch Test
Test 012: The Touch Test
MAZDA3 X RANKIN
To tease the All-New Mazda3 we worked with legendary fashion photographer Rankin to capture the car’s vivid feeling. These shots were used in international PR communications, dealerships and the car’s launch at the Geneva International Motor Show.
