As part of the global brand campaign ‘Defy Convention‘, this integrated campaign was designed to showcase the rich heritage of Mazda while communicating the theme, ‘Defy Convention’. This was to be achieved not only through stunning content production, but also through the unconventional technology used in the execution. As a result, we conceived, designed and developed a first of its kind campaign concept that would utilise a multitude of channels including print, web, mobile and social.
Augmented Reality was used as the centerpiece of the project. By scanning a number of branded print ads with any iPhone or Android device, users were able to access a wealth of Mazda related content such as videos and interactive 3d car models. Through seamless social media integration, users were also given the opportunity to enter competitions and win prizes such as a Mazda2 car.
The series of AR microsites was dubbed the first large scale AR campaign in Ireland. The takeover print campaign was run for a period of 3 weeks in one of the country's largest newspapers, The Metro Herald, which has since gone on to claim the title of "the world's first Augmented Reality enabled newspaper".
Concept, Planning, Art Direction, Design, 3D
Motive, Bluecube, Mindshare