Mazda has gone ‘artistic’ to promote their new Bose full surround stereo system that will feature in their Mazda 6 Atenza. Collaborating with famous painter Du Kun to create ‘hyper realistic’ images to communicate the sound quality and experience of the new sound system.
The campaign is an interesting and creative attempt to connect to a certain segment of China’s car market. As consumers move past the practical and status consideration of first-car ownership, there is now a noticeable shift towards ‘driving as an experience’ – so enjoying the driving as a hobby, including music and entertainment are becoming differentiating factors for auto-brands.
Also the selection of Du Kun’s work, which extends behold his iconic abstract painting, is an attempt to engage the post-80s generation here (older millennials born after 1980). For this generation, they pride themselves on their participation in art and craft, and consider themselves more ‘pre-digital’ than the early millennials in China (post-90s, and post-95s). Within this group, there has been a noticeable spike in interest around art and culture – seen by; theatre, gallery, and exhibition attendance, as well as more bespoke classical consumption such as emerging wine connoisseurship.
Mazda has done a great job here, to use the talent of Du Kun to merge a functional message, with a more aspirational one – that is, how to be a person of taste and culture. In a statement in Chinese, by Saatchi&Saatchi, the agency behind the work, Fan Ng states “… that this generations (post-80s) … are wanting to transcend purely materialistic considerations to gain new experiences. For them, driving is like a “battle”, so they to use consumption to create a breakthrough driving experience for themselves.”
Lets have a look at the work
The two works that form part of the campaign, feature a male and female (ostensibly a post-80s Chinese consumer) as part of wild landscapes. The images are united by a challenge to the post-80s target “践新径，听见新境” (A new route of exploration, feel a new perspective). See below.