MAZDA

Medium
Experiential/Event Marketing/
Digital/Social

'2017 Detroit Auto Show'

Our inspiration began with understanding the rise of the Maker Movement that has transformed the meaning of premium across countless product categories. As we immersed ourselves in the brand, we discovered that Mazda shares these same attributes. This became the catalyst for our overall design for the 2017 Detroit Auto Show.

We set out to create a booth design that reflected the craftsmanship, quality and thoughtfulness that is part of Mazda’s DNA. From there, we created a consumer journey that allowed our guests to understand the philosophy and humanity behind the brand.

The Leap Motion clay sculpting experience showcased how Mazda designers breathe life into every creation. While the VR experience, immersed guests in the brand’s Jinba Ittai philosophy, a human-centric approach that informs every Mazda creation.

The Mazda experience was an unequivocal success. The newly designed booth led to a major increase in foot traffic and guest engagement as well as an uptick in post-show dealer visits. Additionally, the creative idea was then amortized across all of Mazda North American auto show appearances.

Agency
George P. Johnson, Los Angeles