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VML Seattle
To reveal Mazda's most ambitious vehicle ever, we needed an unveiling as unique as the vehicle itself. Introducing Mazda CX-90 Unboxed — the first reveal of a new vehicle, one part at a time. In partnership with international film star Hiroyuki Sanada, we unboxed and built the CX-90 from the ground up over 30 days, slowly revealing it to a rabid audience.
Automotive reveals are boring, media-driven spectacles. So how do you get shoppers excited for a new vehicle launch in an attention-grabbing way? Show them every decision and detail before they even see the vehicle. We flooded Mazda’s social channels with glimpses of the Mazda CX-90 and the backstory of its creation, building the vehicle as we built anticipation for its global reveal. In the end, before we allowed automotive journalists a chance to see the vehicle at a press event, we gave prospective customers the first look as we unboxed and assembled each part of the CX-90.
Unboxed slowly revealed the CX-90 part by part over five episodes and more than a hundred social posts, culminating in the global public reveal. Throughout the month, a dedicated community management team responded to questions in nearly 3,400 social comments. And before the CX-90 was even on the car lots, intent to purchase shot up 1,000% over projections. Viewers spent 34,000+ hours watching the reveal on YouTube. Social mentions increased by 1,227%. And by turning 30 minutes of boredom into 30 days of intrigue, Unboxed improved Mazda brand sentiment by more than 10%.
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