Mazda has been a valued partner since 2016. In 2019, they turned to us in response to changing market dynamics and shifting consumer behaviours, largely influenced by the growing adoption of digital solutions. This transition was further driven by their commitment to sustainability, a sense of corporate responsibility, and the pursuit of greater speed and cost efficiency.
THE Challenge
They needed to seamlessly transition to a digital format, while maintaining distinctive characteristics of the printed brochures. Ensuring they communicate the brand experience and provide continuity in client and dealership satisfaction.
THE Approach
The initial PDF format lacked the excitement required to drive sales enquiries. Collide developed a fully-responsive version to enhance the user experience and create interactive touch-points that inspire users to explore the brand’s world. User studies were led across 25 markets to test and validate the effectiveness of the new digital brochure.
Our team of dedicated experts developed a methodology and set of tools to synchronously and uniformly roll out the new digital assets across all markets in 32 languages, without compromising the brand consistency, UX and UI created within the master digital brochure.
THE OUTCOME
creation, adaptation, and localisation of Mazda’s digital brochures across all European markets, covering 25 markets and 32 languages with a dedicated brochure for each car model. The project encompassed a full suite of digital services including copywriting, SEO, image and video retouching, translation, hosting, cookie consent implementation, data tracking, web analytics, and dashboard-based performance monitoring. Designed to provide an immersive user experience, the digital brochures enable in-depth exploration of Mazda’s range and feature interactive elements that drive users toward the online configurator (conversion funnel) or to dealerships (drive-to-store).
THE Results
The new digital brochures were live across all markets within in 2020 within a year. The click-through rate to Mazda’s car configurator went up in excess of 10%.
Production costs were reduced by 50%. They now have a live tracking system to measure ROI, asset effectiveness and overall user journey, that inform the ongoing optimisation of their UX, UI and content.