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Mazda Turns Billboard into Digital Storefront
LIMITED EDITION PRINTS CAN BE PURCHASED VIA BILLBOARD INTERACTIONS
TORONTO – February 9, 2018 – Mazda is celebrating 50 years in Canada with a series of limited edition prints available for purchase through a digital billboard in downtown Toronto. The prints were created by British automotive artist Guy Allen to showcase the brand’s philosophies and most iconic vehicles over the past half-century.
In partnership with agencies of record, J. Walter Thompson Canada and Excelerator Media, Mazda will have this innovative billboard selling prints through a tap-to-pay terminal in the busy retail concourse of the Royal Bank Plaza on Bay Street for the next four weeks, as part of a larger out-of-home campaign in-market during the same time period.
Each week will feature a new print for sale at $5.00 a piece, giving passersby an opportunity to collect all four. The first print available is of a horse and rider, representing the Japanese philosophy “Jinba Ittai” (oneness of horse and rider) which is the basis for Mazda’s engineering philosophy. The following prints feature the 1967 Mazda Cosmo, the four generations of the Mazda MX-5 Miata, and the 1991 Le Mans winning Mazda 787B. At the end of the billboard’s run, all net proceeds will be donated to a local charity of Mazda’s choosing.
Neal Bouwmeester, National Manager, Brand Communications at Mazda Canada said: “We love the idea of acting more like a clubhouse of driving enthusiasts than just another automotive company. This campaign is about celebrating 50 years of Mazda in Canada in a way fellow car lovers would appreciate.”
The unattended tap-to-pay terminal is a first for Mazda, media partner PATTISON Onestop, and Fourth Wall, PATTISON’s interactive arm that managed the production. The tap-to-pay terminal issues buyers receipts with unique codes that verify their purchases and direct them to a dedicated website where they can input mailing addresses for their prints.
“Mazda has such a rich, yet often overlooked, history in Canada and we felt it was important to share that history in a way that feels less like advertising,” noted Ari Elkouby, VP, Creative Director, J. Walter Thompson Canada. “The prints allow us to tell Mazda’s incredible brand story in a way that feels more like art, which better encapsulates the feeling of Mazda’s clubhouse philosophy.”
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ABOUT MAZDA CANADA Mazda Canada Inc. is responsible for the sales and marketing, customer service and parts support of Mazda vehicles in Canada. Headquartered in Richmond Hill, Ontario, Mazda Canada has a nationwide network of 165 dealerships. For additional information visit Mazda Canada's media website at www.media.mazda.ca.
ABOUT J. WALTER THOMPSON WORLDWIDE J. Walter Thompson Worldwide has been making pioneering solutions that build enduring brands and business for more than 150 years. Headquartered in New York, J. Walter Thompson is a true global network with more than 200 offices in over 90 countries, employing nearly 10,000 marketing professionals. The agency consistently ranks among the top networks in the world and continues a dominant presence in the industry by staying on the leading edge—from hiring the industry's first female copywriter to developing award-winning branded content today. For more information, please visit www.jwt.com and follow us @JWT_Worldwide.
ABOUT EXCELERATOR MEDIA
Excelerator Media is a division of Mindshare Canada. Mindshare Canada is a leading media agency in Canada, headquartered in Toronto. The company's success can be attested through its strong national and global clients.
Mindshare is a global media agency network with more than 7,000 employees, in 116 offices across 86 countries spread throughout North America, Latin America, Europe, Middle East, Africa and Asia Pacific. Each office is dedicated to forging competitive marketing advantage for businesses and their brands based on the values of speed, teamwork and provocation. Mindshare is part of GroupM, which oversees the media investment management sector for WPP, the world's leading communications services group. Visit us at Mindshareworld.com/Canada or MindshareInTheLoop.com and follow us on Twitter @MindshareCanada and facebook.com/MindshareCanada.
ABOUT PATTISON ONESTOP
PATTISON Onestop is a leader in the sales and operations of digital out-of-home media and works with Canada’s biggest brands to create and deliver uniquely engaging experiences. Their networks provide timely and relevant information in environments traditional media can’t reach. Onestop leverages industry-leading technology to deploy digital campaigns in transit, office, airport, residential and retail environments including the PATH, Toronto’s underground walkway. Their Digital Networks can help you generate over 12.4 million weekly impressions. Onestop is a division of PATTISON Outdoor Advertising.