Mazda came to Kinetic looking for a way to show the number of big changes, small tweaks and many ideas that went into their All New Mazda3 vehicle that was debuting at the LA Auto Show in November 2014.
We knew that this execution required a high profile location to draw the attention of consumers. Since this was a tease and reveal campaign, it also had to be in an area where the same people travelled every day. After confirming feasibility with the vendor, we recommended that they utilise their perm bulletin located on the 405 Freeway in Los Angeles.
TEASE AND REVEAL
Since the tagline of the final revealed bulletin was ‘1,000 Daring Ideas in One Car’, Mazda wanted to bring the scope of the 1,000 ideas to life. We recommended the idea of a tease and reveal by removing sticky notes over the course of a few weeks.
The sticky notes that were placed on the bulletin were actual engineer drawings, illustrating the goals and technology behind the development of the all new Mazda3. Through removing the sticky notes leading up to the LA Auto Show, the consumers were able to get a glimpse of the process behind designing a vehicle. To get the consumers excited, the final phase allowed a sneak peek at the Mazda3 before it was publicised at the LA Auto Show.
The Sticky Note campaign was nominated for an OBIE Award and was a Finalist in the competition.