The core creative of the new Mazda Australia site was to deliver the tagline 'Zoom-Zoom' to the digital experience. 'Zoom-Zoom' is the core of the Mazda brand strategy.

igloo’s challenge was to make the 'Zoom-Zoom' global core elements - style, insight and spirit - come to life in the digital forum. This was interpreted in a way such that the site had to be visually appealing, show a level of thought and empathy and be fun at heart.

“This site creatively captures the essence of Zoom-Zoom in the digital space and delivers users an engaging and rich online experience,” said Tony Prysten, Creative Director at igloo.

Community and in particular, digital community, is an integral part of life and fusing this aspect of the brand with the Mazda range adds a level of personality to the online car browsing experience.

An ingredient to the strategy was to utilise video as a way of telling a story. The aim is to bring a touch of the ‘top gear’ experience to the process of browsing cars online.

A vehicle design principle at Mazda focuses on the use of a Japanese word ‘nagare’, meaning flow, and in the digital space igloo aimed to design a site that captured this ‘nagare’. Ideas were displayed on their ‘ideas wall’, where everyone at igloo has a chance to comment, raise concerns or build on ideas. This transparent process means people such as developers, who often don’t see a job until it lands on their desk and often miss the chance to contribute, are exposed to the ideas and thinking behind what they will soon have to build.

www.mazda.com.au

www.igloo.com.au

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