All-New Mazda 6

Agency: Exponential

Exponential explain how they helped to deliver a cross-device campaign to promote the launch of the All-New Mazda 6 

Mindshare and JWT worked with Exponential to promote brand awareness, product engagement and purchase consideration for the All-New Mazda 6 across desktop and tablet devices.

The media objectives were to: generate video views; engage users with a car customisation tool and drive users to the All-New Mazda 6 website.

Exponential was tasked with targeting 35 to 44 year olds and also with retargeting visitors to the All-New Mazda 6 website.

Strategy and execution

Exponential built two custom creatives. The first was an Appsnack expandable Snack Bar for iOS tablet devices, the All-New Mazda 6 being the first automotive brand to trial the product. The second was a Firefly video engagement unit for desktop. Both executions boasted:

•A video of the All-New Mazda 6 advert and a video showcasing the SkyActive technology
•An interactive vehicle customisation tool
•Social media buttons to Twitter and Facebook
•Link to YouTube
•Product gallery including interior and exterior shots of the All-New Mazda 6 models
•Editorial covering All-New Mazda 6 award success
•Link to the All-New Mazda 6 launch website

Innovation by JWT and execution by Exponential.

We created a custom behavioural model for desktop employing Exponential and third party data and built a bespoke content channel for tablet.

Results

Appsnack
•Interaction rate: 4.96 per cent
•Click to site rate: 3.03 per cent
•Expansion rate: 1.55 per cent

Firefly Video
•Interaction rate: 2.48 per cent
•Click to site rate: 0.90 per cent
•Dwell time: 23 seconds