Passion Digital & Mazda UK: Driving The “Be Big Test” Forward

The Challenge

Despite offering highly-rated models and over 114 UK dealerships, Mazda faced a fiercely competitive SUV market. A targeted survey revealed that fewer than 5% of consumers listed Mazda when asked to name SUV manufacturers; not a product quality issue, but a clear signal of substantial untapped market potential.

The Strategy

Shifting national marketing spend into precise dealer marketing, the team adopted a hyper-local, dealer-first approach starting with eight key dealerships. Mazda's internal tools were used to pinpoint postcode opportunities, identify high-value audience segments, and prove the efficacy of localised engagement.

Execution and Innovation

The campaign ran continuously throughout 2025 with quarterly reviews and creative refreshes.

Results

Mazda's internal tools were used to pinpoint postcode opportunities, identify high-value audience segments, and prove the efficacy of localised engagement.

Judge's Verdict

"An insight-driven campaign with a clear strategic foundation and an exceptionally smart, dealer-first approach."

"Strong fundamentals, excellent cross-channel integration, and adept management of dealership expectations."