Mazda | Balancing the emotional and rational
Car brochures often open up with a series of stunning product 'hero shots' that play to customers' emotions and aspirations and end with the more detailed mechanical features and technical data that are key to making an informed and rational purchase decision. As one of the main purposes of a car brochure is to help customers progress through their purchase journeys and get them into the dealership for a test drive, getting the right balance of information can be crucial.
Consumer research has showed us that physical brochures play an important role in the car buying 'ritual' so finding a powerful way to blend the emotional and rational elements could really help to improve their effectiveness.
We developed the 'make it yours' concept encouraging customers to select their own features prompting a sense of emotional attachment. This concept was applied to the entire range of six cars from the Mazda2 to the CX-5 and rolled out across Europe in 34 different languages.
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Positioned neatly between the emotive product shots and the technical specifications, this section provided a perfect bridge between the two.
We designed a number of double-page spreads to prompt customers to personalise their car by selecting various items from alloy wheels to bike racks.
As products and the availability of accessories varies widely across each of the European markets we deployed our proprietary online toolkit to handle text translations and allow regional teams to edit local specifications and imagery in real time.