Mazda Canada’s all-new MX-5 RF retractable fastback, a sophisticated hard-top convertible, was set to launch just prior to the annual Toronto Auto Show.
We needed to drive awareness of the launch and get urban, affluent car enthusiasts to think about Mazda during the category’s most highly competitive time of the year.
At the same time, the larger, longer-term brand mandate was to continue to push quality and technology/innovation perceptions of the brand, which had long been considered more fun-to-drive than well crafted.