Driving Art: How the Mazda CX-60 became an interactive display at World of Wearable Arts

Mazda were looking to elevate their onsite presence at the renowned World of Wearable Arts (WOW) event in Wellington, of which they are a proud sponsor. They wanted to go beyond a traditional display and create an engaging, interactive experience that would truly embody the spirit of the event and leave a lasting impression. Mazda and their agency, Breakout Room, approached us to bring this vision to life.

The solution

We developed a captivating car projection experience designed to mesmerise attendees and drive engagement.
To achieve this, we installed multiple projectors inside the Mazda CX-60, customised a mobile app to enable personalised content creation, and wrapped the car in a bespoke design to make it a centrepiece attraction.

Positioned outside the event arena, the creatively wrapped Mazda CX-60 invited visitors to scan a QR code displayed on the car. This launched an interactive mobile site on their phones, enabling them to craft their own visual experience.

Participants selected moods and colours inspired by the event’s ‘Dream Awake’ theme. Their names, alongside their custom designs, were then projected from inside the car onto its front window, creating an immersive and dynamic visual display.

To extend the experience, Mazda followed up with each participant via email, sharing a personalised video of their creation and inviting them to test drive the Mazda CX-60.

The Results

Mazda truly ‘wow’-ed the crowd, captivating event attendees and passersby alike with an innovative and interactive experience that embodied the WOW theme. 

For the first time, Mazda could track onsite engagement through the mobile site, collecting valuable data on participant interactions and preferences. This data provided insights into attendee behavior, helping Mazda understand their audience better and refine future activations.