JWT/Fabrikant: Side by side instead of eye to eye
As part of the current brand and activation campaign, JWT/Fabrikant and Mazda want to challenge the 1.5 million singles in Switzerland to change their perspective.
Because more first dates than necessary go wrong due to a head-on seating position. Mazda Speed Dating ensures that a shared experience is created by sitting side by side on a car ride, with conversation topics provided right away to help you get to know each other better. This is how Mazda makes dating better.
On a first date, the focus is usually on the frontal sitting position - to look each other in the eye, to talk, but also to be able to examine each other. But this is precisely where the problem lies: frontal communication with an unknown counterpart can provoke unwanted defense mechanisms, regardless of the sympathy factor. As a result, more first dates fail than is actually necessary.
To make getting to know each other better, Mazda is therefore calling on people to leave the well-trodden paths of dating. Away from anonymous online dating, Mazda Speed Dating offers singles the chance to get to know their dream prince or princess under ideal conditions. Because the juxtaposition during a car ride has a positive effect on the shared experience. All the more so, since the relaxed drive in the nippy two-seater provides conversation material away from boring questions about careers, hobbies and vacation destinations. "Experiential marketing is a strategic pillar of our marketing mix. We want to give people an experience with the brand that goes further than simple advertising. We do this by deviating from the established, from the conventional, in the context of the Mazda brand, creating positive and lasting recall," says Matthias Walker, Marketing Director at Mazda.
From July to September 2016, singles - regardless of their sexual orientation - can take part in a total of 70 speed dating drives in Basel, Bern, Geneva, Lausanne, Lugano, Lucerne and Zurich. Every Thursday, Friday, Saturday and Sunday, 20 people will have the opportunity to find a new love in 10 new Mazda MX-5s on a four-hour adventure drive along a predefined route. The cars will be changed every 15 minutes, so that each person will have ten chances to find great happiness.
The campaign is launched with a TV spot, a comprehensive social media campaign and results in a three-month roadshow. The central element of the campaign is the website Mazda-speed-dating.ch. Here, interested parties can register, indicate their preferences regarding riders and date/time.
https://www.youtube.com/watch?v=O9IJnFcSrBo
Responsible at Mazda: Matthias Walker (Marketing Director), Anne Thorens (Manager Communication & Events), Giuseppe Loffredo (PR Director), Valentine Volery (Communication & Motor Shows Specialist), Nathalie Gantner (Communication Coordinator). Responsible at JWT/Fabrikant: Remy Fabrikant (CEO), Rainer Bühler (Strategic Planning), Jochen Hennecke (Client Service Director), Fery Elghol (Sen. Account Director), Britta Hartleb, Pascal Kuptz (Digital Director), Sebastian Krayer, Marietta Albinus, Rahel Nemitz, Martin Bettler, Cagdas Cakmaktas (Art Direction), Peter Brönnimann, Beat Egger (Concept/Text), Bernhard Vögele (Desktop Publishing), Daniela Berther (FFF Producer). Music production: Sonic Supertonic. Film production: Onfilm, Boutiq, Hintenlinks, FableFX (Postproduction). Image Production: FluxIf. Media: Mindshare. Web: Dotpulse. PR: Open-Up. Promotion/Roadshow: Premotion. Translation/Editing: CB Service.
