Agency: Ogilvy Mexico
Creative Direction: David Espadas / Mario Carbajal
Art Director: Martín Moreno / Mario Carbajal
Copywiter: Carlo Juárez / David Espadas
Content Manager: Guillermo Espinosa
Content Manager: Guillermo Espinosa
Client: Mazda Motor Corporation
Context
Mazda was launching globally it’s new generation of vehicles with the Mazda3 at the LA Auto Show 2018. The 7th. Generation of the Mazda3 represented a great opportunity for the Mexican market as it would be the first country to sell it, even before Japan itself.
But there was a big problem. Mazda didn’t have the vehicles on dealerships yet as they would arrive months later. Not having the vehicle physically meant that consumers could not see it in person, or even worse to drive it. In addition to this, the car would be 18% more expensive than the last model, representing another inconvenience at the purchase decision moment. So we decided to take a chance with an innovative action in Mexico: an exclusive online pre-sale.
Case Study
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