Mazda Garage
Mazda’s first ever web series
Agency
SYZYGY
Client
Mazda Motors Deutschland
Year
2017
Det Müller, Cyndie Allemann and a legend from the Mazda universe:
Those are the protagonists of the Mazda Garage – the first web-series by Mazda.
The problem:
Prior to this project, Mazda Deutschland used YouTube mostly to host it’s TV-spots, uploaded on a irregular basis and for the sole purpose to be presented as pre-roll advertising. There was no real community, and playing organic content was nearly impossible due to low reach. We wanted to tackle this and intensify Mazda’s contact with it’s target group.
The solution:
We created the first web-series for Mazda with 14 episodes, released weekly, that people really wanted to watch. We invited one of Germany’s most well known car presenters, Det Müller, and race driver Cyndie Allemann to join us in finding and restoring a 1969 Mazda Cosmo Sport, one of the most legendary classic cars by Mazda.
The result:
Subscriptions to Mazda’s Youtube channel gained 300%,
with up to 890.000 views per episode
(and a permanent exhibition about the Mazda Garage in the biggest Mazda museum outside of Japan)
The campaign was complemented by weekly Instagram stories and Facebook postings as well as a landing page.
