In order to present the all-new 2017 Mazda 3 to journalists and influencers, a truly unique brand experience needed to truly hook the target audience and motivate them take a test-drive.
Our idea was simple: To bring the Mazda 3 into its natural environment – the city. We positioned it as the perfect urban jungle companion by creating a driving experience that hit Barcelona’s hottest spots. The adventure took participants far beyond mere tourist attractions, to locations as unique as the car itself.
There was the top-secret drive-in cinema showcasing the Mazda 3´s technological features – each time a feature appeared on screen, viewers could test it inside the car. In addition, a Mediterranean food market represented the car’s highly varied and often spicy world. It all added up to an exciting brand experience that increased awareness and brought people into the world of the Mazda 3.