Cannes Lions

AUTOMOTIVE

JWT ROMA, Rome / MAZDA / 2012

Film
Film
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Overview

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Credits

Overview

Execution

We created a new media, the Purple Card, the only card that rewards fair play, bounding it forever to Fiorentina’s and Mazda’s corporate colours.Thanks to its Purple Card, Mazda has become part of the soccer slang used by reporters and journalists, giving a new name to all honest and respectful gestures in soccer.We created a special jury composed by the directors of the most important TV news and sports’ press, thus guaranteeing a spontaneous and periodic media coverage. Each month during a ceremony broadcasted live by the most important TV sports’ shows, the jury awards THE Purple Card to the most relevant Fair Play gesture among the ones reported by the fans.At the end of the season, the jury will award the fairest player of the year, with a Mazda Cx-5, the first environmentally fair crossover.

Outcome

Every Sunday, on all soccer TV and radio shows, when people talk about Fair Play, they actually talk about Mazda’s Purple Card.

Mazda has become a fixed member of the soccer world thanks to its participation in all the sports’ TV shows, and constant presence on all the most important sports’ media. The project earned 140 millions of media impression for free.Thanks to the Purple Card Facebook page, the access to the Cx-5 website had a 24% increase.Starting from November 2011, thanks to this operation, Mazda is the third most recalled car brand among sportspeople.

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