Eurobest

Drive Thru Motor Show

WUNDERMAN THOMPSON, Antwerp / MAZDA / 2021

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Overview

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Credits

Overview

Background

The Brussels Motor Show was cancelled due to the pandemic. A major setback for Mazda Belgium, because it’s responsible for 29% of their yearly sales. To still be able to immerse our customers in the Mazda line-up, we had to think outside the box.

Idea

We created the first Drive Thru Motor Show, complete with friendly hosts, brochures and individually wrapped finger food. Everything the usual car show has to offer, but all from the safety of your car bubble. Creating the good old ‘car show feeling’ in covid-times.

Strategy

Unlike our competition, we took the ‘virtual motor’ show as a given. But we figured people would be tired of digital experiences since the lockdown and would be eager for real-life experiences. That’s why we went all-in to give people an experience at the moment they really needed one. And find a way -within the restrictions of the pandemic measures- to create a 100% covid proof event.

Execution

This two-day pop-up event located at a huge parking lot in Brussels was the center of our campaign, featuring in a tv campaign, display banners and out-of-home.

Outcome

+ 9,8% more cars sold compared to last year (when there was an actual Motor Show.)

+ 22,5% increase in market share.

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