WPP's Syzygy working on launch work for Mazda3
16 Mar 2009
Digital agency Syzygy has created a pan-European digital campaign for the Mazda3 compact sports car ahead of its summer launch, which includes a dedicated website. Syzygy established in 1995 is based in London, and is part-owned by WPP. Their clients include HSBC, De Beers, Orange and Mazda.
The Mazda3 is targeted predominantly at young men and the pre-launch activity is intended to support Mazda's presence at motor shows and events.
The campaign will roll out across 26 countries and is intended to generate interest and anticipation for the car, and ultimately to drive sales.
Syzygy was briefed to "tell the stories behind the development" of the Mazda3 on the website, using a number of formats, including video.
Syzygy is raising awareness of the model through PR activity.
The campaign comprises three phases -- to introduce the design of the Mazda3; its technological developments; and, nearer to launch, its driving and performance characteristics.
Aaron Martin, Syzygy's executive creative director said that the campaign will give consumers a genuine insider's peek at the development of the car. The campaign will be a content-led project, in which the agency had complete access to Mazda's research and development design labs.