"Mazda Speed Dating" wins the Digital Communication Award

"Mazda Speed Dating" wins the Digital Communication Award in the "Brand Relationship" category. The digital 360-degree campaign realized by the communications specialists at Fabrikant/JWT sets a new standard in this category, in which Fabrikant/JWT sees "experiential marketing" as a strategic pillar of the marketing mix. The aim is to give people an experience with the brand that goes further than advertising can. "With the Mazda brand, we are consciously deviating from convention and creating positive and lasting memories," says Matthias Walker, Marketing Director of Mazda (Suisse) SA.

No frontal sitting position

Winning the Digital Communication Award underlines the innovative power of the project. Usually, the focus on a first date is on the frontal sitting position. But this is precisely where the problem lies: frontal communication with an unknown counterpart can provoke unwanted defense mechanisms, regardless of the sympathy factor. As a result, more first dates fail than is actually necessary. Psychologists speak of a real first date fail. Mazda has tackled precisely this problem.

Ideal conditions

Mazda Speed Dating offers singles the chance to get to know their future partner under ideal conditions in order to make the first meeting better, away from anonymous online dating. The results show: Many participants have found a new partner and Mazda new Brand Lovers.

Live pitch

The Digital Communication Award has been organized by the Quadriga University of Applied Sciences in Berlin. The prestigious award recognizes outstanding projects and campaigns by companies in the field of digital communication. This year, 109 projects and campaigns in 40 categories are competing for an award as an outstanding example of digital communication. In total, more than 750 applications were received from 31 countries. The winners were honored after a live pitch in front of the jury on the evening of September 29 in Berlin. Further information on the award can be found at here.