With the introduction of the CX-90, Mazda was not only revealing an all-new 3-row vehicle, they were firmly entering the premium category and delivering for an entirely new target audience. It was crucial we deliver the key design and performance stories for CX-90, but just as important was introducing the media to this new, more premium Mazda brand.
To give media, dealers and employees a deep understanding of CX-90, we invited them into the target customer's home, both physically and virtually. A select group of priority media were invited to the in-person event. Hosted in an Architectural Digest-worthy residence in Malibu, CA, Mazda executives from around the world guided their media guests through a reveal experience that took them throughout the home.
The reveal presentation was split into three parts, each with a vehicle placed in a different area of the home. Post presentation, more areas of the property opened up to guests, offering deeper dives of the CX-90. Media were invited to stay for an additional 3 hours to capture content of the three CX-90s placed within the property, including the new PHEV offering. To achieve the level of intimacy of being a guest at a friend’s house, the in-person guests were split into 6 different groups and were treated to live music, a hand-crafted matcha and coffee station, Japanese-inspired light bites - all in a beautiful setting.
Virtual guests could explore the home, view the 3-part presentation, and dive in to learn more about the CX-90 and the target customer through a highly interactive web experience led by a virtual host who embodies the premium target audience.