The Mazda RX-8 is a revolutionary car – in the true sense of the word. And, like all revolutions, it will surely change perception: the world becomes RX-8. We use the rectangular shape of the rotary engine as our visual for Mazda RX-8, and everything that comes in contact with Mazda RX-8 will adopt this unique shape.

An unbranded ad started collecting addresses, followed by three mailing steps. First everyday things like pillows, food or red blood cells morphed into the RX-8 shape. Then we introduced the RX-8 language, and finally we had people visibly 'infected' with RX-8.

More than 12,500 qualified leads were generated with a single ad run, with more than 70% non-Mazda drivers. The mailing campaign sold up to 400 cars in the pre-launch phase, to customers who never drove or even saw the car. The mailings, which were sent only to German prospects, were highly acclaimed on internet sites and Mazda RX-8 communities all over the world.

And finally the mailing campaign, which was originally designed for the German market only, was adopted by half of Mazda’s European markets.