Within the framework of the International Motor Show, the task was to emotionally address and activate various target groups for the Japanese car manufacturer Mazda in order to strengthen brand loyalty. Shodo, the traditional art of calligraphy, was the creative bracket for this, which we integrated into the Mazda trade fair presentation as a live performance and as an appreciative give-away.
Shodo symbolises the perfect unity of mind and movement, movement and brushwork, brushwork and brushwork, work and surface. With an experienced Japanese calligrapher, we expressed the design language of the Mazda brand on the exhibition stand. Visitors could sign in at the reception counter so that the artist could then draw the guest’s name in Shodo on a card made of valuable Japanese paper. The handwritten artwork spoke for itself, accompanied only by discreet branding with a stamp.
At the dealer events, which took place on three evenings of the fair, individual works of written art also expressed the company’s appreciation of its business partners in the form of personalised cards. The evening events, featuring industry talk around the latest technology and service developments at Mazda, were accompanied by elegant fusion food catering with a Japanese twist. We developed media content for the customer evenings that visually represented Mazda’s soul “in motion”.
We implemented both the trade fair stand activation at the Public Days and the exclusive dealer events as a full service – from conception, design creation and content development to service provider coordination (Shodo artist, hostesses, catering, event management) and on-site implementation.
