Canvas approached Mazda and presented opportunities for partnership and promotion at intu Shopping Centres. This led to a two year marketing partnership which developed from an experiential marketing activation in 2017 to a multi-channel campaign in 2018 leveraging on-site large format posters and wrapping of escalators (Standout Media) and digital (intu.co.uk, CRM and social media) to amplify experiential activation.
In 2018, the campaign reached 5.8m individuals including 4.5m from Standout Media and had a dramatic year on year uplift on key performance targets. On a like-for-like basis 2018 vs 2017 using the same centres, digital downloads were up 125% with dealer website unique impressions up 122%.
Most dramatically – Test Drives were up 340% year on year showing the impact of media amplification in centres.