The All-New MX-5, Mazda’s iconic convertible sports car, has been hotly anticipated by auto enthusiasts for some time and the campaign works to pique the interest of those in the know, as well as communicate the car’s features for those less familiar. With messaging iterations that speak to time of day and traffic conditions such as “You can be a few minutes late” and “It’s lunch. Open roads, not emails” the campaign is sure to be noticed by commuters and other drivers alike.
Mazda Australia’s Marketing Director, Alastair Doak, said “To launch the All-New Mazda MX-5 we used traditional outdoor formats, such as consecutive and portrait panels to enforce the Look Up messaging. However, we were keen to take the Look Up idea further. Landmark static billboards further built awareness and adding dynamic, strategic messaging through APN Outdoor’s Elite Screen portfolio delivered another exciting opportunity for Mazda and our iconic MX-5 sports car.”