Mazda New Zealand: There's a Mazda2 look for you
Objective of the campaign
By late 2013 the current generation of Mazda2 had been in the New Zealand market for almost 6 years. After a facelift in 2010, and a range of new colours in 2011, its popularity had begun to taper, compounded by the fact that competitors were already in market with newer, higher-spec'd models. All of this has led to the Mazda2 only receiving 43 pre-booked test drives through their website in the previous year (excluding walk-ins).
With a suite of new colours about to be released, Mazda New Zealand were looking for a hard-working below-the-line campaign to try and pique the interest of the market once again. However, we had our challenges:
- An aging model in a highly competitive market
- Strong competition offering more highly-spec'd models
- Tapering sales and low interest from the market
- An incredibly tight budget.