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Mazda | Brand Experience Day

Mazda | Brand Experience Day, ,

A battle of ideas where everyone wins

Mazda stands for boldly breaking with tradition. This attitude is more than a marketing position for Mazda. The courage to break with tradition is something that every Mazda dealer in Switzerland should be able to put into practice at their own locations. Mazda is implementing a change management program by hosting a large event – the Mazda Brand Experience Day.

No car manufacturer has ever managed to combine the advantages of a petrol and a diesel engine in series production. In 2019, Mazda DI will introduce this compression-ignition petrol engine. This proves Mazda’s identity: the passion to always break new ground. 

On the Brand Experience Day, Mazda wants to encourage its dealers to break conventions themselves. For this purpose, the CEO of Mazda Switzerland addresses the Swiss dealers directly in video messages. Everyone will be placed in one of two teams with samurai names. Each team is given a real and acute problem scenario and an internationally known management coach. The event can begin.  

On Brand Experience Day, each team watches a fictitious news broadcast with the CEO: he is supposed to answer questions about their problem scenario. But the broadcast breaks off: Now the retailers are to provide answers. Idea workshops are launched up to the grand finale – the two teams compete in the Battle-of-Ideas. They fight passionately with the result: many new solutions for everyone. The CEO ends the interview with the unconventional ideas of the traders.  

In cooperation with JWT/Fabrikant, Live Lab develops the conceptual strategy and the experience story from direct mailings to the event. Live Lab and Konform implement the experience – full of inspiration to change the world in an unconventional way. The location is a factory in transition. A flexible brand world made of cardboard boxes is being created on 4,000 square meters. The caterers also live the Mazda spirit, breaking conventions with their own business models in the food sector.  

At the three events in three national languages, 1’000 employees of the Mazda dealer network take part and carry the courage to break conventions into their businesses all over Switzerland. Together with unconventional ideas that they have developed as a team and are now implementing together with Mazda. 

Facts & Figures

Client: Mazda

Category: Corporate Events

Location: Former cardboard factory near Berne

Date: May 2017

Our assignment: Conceptual design and implementation of a change management programme including a large-scale event. 


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