Mazda’s all new CX-3 embodies Mazda’s Kodo design ethic. For its UK launch, we were challenged to drive engagement and awareness. Our work needed to align with the drum and rhythm-focused TV ad, and keep Kodo design to the fore. The brief was made tighter with limited assets and a crushing schedule.
Our ‘Challenge the Rhythm’ campaign - accessed via mobile, desktop banners and Mazda web portal - allowed users to create and send messages from a bespoke dashboard. Entered as text, the messages were converted into Morse code which became drum-based rhythm tracks. These were visually expressed as animating lines, reflecting Kodo design nuances, on a Candyspace-built 3-D version of the CX-3. Users were given a video featuring their rhythm message to share.
The “Challenge the Rhythm” page on Mazda.co.uk got over 52,000 visits, 5,000 games were played, with 23% playing again and 15% sharing their video. Our ad units achieved over 700,000 engagements and 160,000 clicked through to the Mazda portal. The interactive masthead game delivered an astonishing engagement figure of 4.71%, versus the industry benchmark of 0.5%.