Starting with the creative proposition that the MPV is packed full of features for the whole family, and using an icon commonly associated with the rear window of people movers we turned the everyday 'Mum's taxi' into 'More than just Mum’s taxi'.Each of the five signs within the pack covered different features of the MPV as they related to families – tongue firmly in cheek the whole way. 'Dad's Mean Machine', 'Kid'sFunmobile', 'Parent's Passion Wagon' & 'Family Tourbus' each supported our proposition and delivered it in a fresh, humorous and engaging manner.The reverse of each sign detailed the features and benefits relating to the sign and included information on a test-drive offer and in-vehicle DVD player purchase incentive.

Over the month that this campaign ran, and in the absence of any other marketing activity, Mazda's MPV sales jumped by 66% (compared to the prior month) and their overall share of the people-mover market doubled, climbing to 6.8% compared to just 3.7% the month prior.