The challenge

A network of fifty independent dealers, each with their own opinions and interests. Almost every dealer was multibrand, so Mazda was "only" a part of the sales. No strong central control of this problem possible. There was little sense of urgency about this problem among employees.

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Our Solution

A course based on a number of pillars:

• Pride in the brand
  
• Small changes for big impact
• Each participant chooses which change to deploy

The track was designed as a nationwide battle called Mukainada Spirit Games, based on the birthplace of the brand. We knew we were going to work with small adjustments, so we designed a long-term trajectory of almost a year. In the beginning of the journey, we used quizzes, storytelling, research, follow along and brand pride to get participants in the right mindset. Then we worked on small changes in behavior around customer experience. The entire track was a Battle, where each dealer had a chance to win a big grand prize.

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Measurable result