Claire Andrews, marketing director at Mazda spoke to Event’s news editor, Brea Carter, about the idea behind the four activations which comprised the brand's Raise the Roof campaign.
She said: "To celebrate the launch of the all new MX-5 we thought we would do something really different. As a brand we defy convention so we thought we would push the boundaries on what is the normal way of doing Goodwood Festival of Speed with just an automotive presence."
The activations included a music festival comprising a live stage, which hosted 18 different artists over the four-day event.
She explained that apart from enjoying the live music, attendees could take part in the ‘Drive’ offering, where they could sit inside an MX-5 model and sing along to music, as well as ‘Play’, which enabled them to physically play with the MX-5 using new technology.
A unique Mazda sculpture designed by Gerry Judah also took prime position on the lawn outside of Goodwood House.
Agencies Imagination and Itch worked with Mazda on its activations at Goodwood Festival of Speed.
Looking to the future, Andrews said the brand wants to extend what it is doing with music, and it is set to feature some of the Goodwood Festival of Speed activations at European music festival Tomorrowland in July.
Event's reporter Katie Deighton profiled some of the non-automotive brands at Goodwood Festival of Speed via video, which included TAG Heuer and Martini.
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