In late 2021, Mazda launched the MX-30, their first-ever EV. Being able to see a vehicle is critical for any new vehicle launch, but particularly true for the EV category as many Canadians are not as familiar with the technology. Covid-19 restrictions saw dealership traffic at an all-time low, making a close-up experience of the MX-30 a critical challenge.
Mazda Live Experience
Brand tracking data had shown that Mazda’s unfair advantage is the physical experience of the vehicles. Compared with other brands, people are much more likely to buy a Mazda once they’ve driven one. They need to see how the vehicle meets their needs. So we created a solution that would allow as many Canadians as possible to experience the MX-30 without leaving their home.
We created the Mazda Live Experience – a first-of-its-kind garage equipped with lifestyle and activity items that would showcase the benefits and capabilities of the MX-30 to visitors joining live online tours. Users could schedule one-on-one tours with a Mazda ambassador, or join a group tour. Questions weren’t only answered, but demonstrated using items that engaged utility, adventure and family-focused drivers.
With an average of 10,000 visitors during each live experience, visitors spent up to 19 minutes getting a more intimate look at the MX-30. The success inspired us to create a second garage that featured other Mazda models, and helped launch the first-ever 2023 CX-50. The second garage also doubled as a space for press to cover new vehicle models, updates and Mazda driving technologies.