In Denmark thousands of homeless dogs are forced to live in shelters. They miss a real home and the happiness a family could give them. But in order to get that they need to be noticed. The same thing goes for cars. Once people test drive a car they are far more likely buy it. However getting people to the dealership and actually getting inside the car is a challenge. That why we took a different approach to activating people and get them to test drive a Mazda.

Even without a new model to boost traffic to the dealers, the number of test drives in the campaign period still reached benchmark - with only 1/3 of the usual media spend.

Thereby increasing the Mazda brand foot print and raising a significant amount of money to the Danish Animal Welfare Society. But most importantly all featured dogs found a new caring home.