Mazda North America



The Mazda 6 was shopped and test driven by new car buyers, but its conversion rates were lower than expected. Mazda wanted insights into why.



In major cities across the U.S., we visited the homes of vehicle owners who had considered the Mazda but chose a different vehicle. We arrived in a new Mazda 6, allowing them to experience the vehicle they had decided against. We used the vehicle experience to resurface the shopping experience and stimulate conversation.


Our recommendations took the form of a 12 minute video. We wanted the client to see and experience the consumer, unfiltered. It outlined the factors inhibiting purchase and our strategic recommendations for addressing them.

Other Mazda assignments

  • Mazda 2 launch

  • Website IA strategy

  • Digital content planning