Making "brand value" sound brand new. Mazda

Challenge

With so much to shout about, including revolutionary fuel-saving technology and an amazing new concept car, we needed to make sure that Mazda’s brand messages were not lost.  

Insight

Because Mazda’s revolutionary new technology and core design values were inextricably linked, we needed to show them occupying the same space.  

Solution

China is the fastest growing market for the auto industry, but competing brands are struggling to differentiate themselves. Mazda wanted to “wow” the audience with SkyActiv technology, but also build brand affinity for its distinctive design ethos.  

We started by designing the SkyActiv Zone – a stand-within-a-stand at the Shanghai Auto Show. It was set apart, but also evoked Mazda brand essence consistently. An illuminated design panel explained SkyActiv’s fuel efficient technology in more detail. 

Angled walls, overhead LED illumination and a revolving central feature drew maximum attention to the new SkyActiv engines and transmissions and the stunning Mazda concept car.

Results

The SkyActiv Zone received healthy interest from both press and customers throughout the duration show.