Mazda BT-50 Give it Heaps
Mazda had a problem in Australia. In a country where your ute says a lot about you, the BT-50 was seen as a bit…soft. So instead of wrestling for the mantle of ‘toughest ute’, we positioned Mazda as the capable ute those who give it heaps, whatever they do. And to launch our new platform, we told the story of the type of person who might drive a BT-50. Part-time carpenter, part-time surf lifesaver, part-time skin-shedding mind-reader.
Being the ute that’s always off to do something new, we created a special build where the BT-50 wasn’t content to just sit on an ad, and was busy pulling the add of the wall instead.
Special Build
Extension Films
We also rolled out a series of product-focused films, all building on the tone of voice of our new platform.