The campaign will roll out across 26 countries and is intended to generate interest and anticipation for the car, and ultimately to drive sales.
Syzygy was briefed to "tell the stories behind the development" of the , using a number of formats, including .
The Mazda3 is targeted predominantly at young men and the pre-launch activity is intended to support Mazda's presence at motor shows and events.
Syzygy is raising awareness of the model through PR activity.
The campaign comprises three phases -- to introduce the design of the Mazda3; its technological developments; and, nearer to launch, its driving and performance characteristics.
Aaron Martin, Syzygy's executive creative director, said: "This campaign is a great content-led project, in which we were able, for the first time, to have complete access to Mazda's research and development design labs.
"This meant we could capture content to give consumers a genuine insider's peek at the development of the car, and to unfold the fascinating stories behind the development of the Mazda3. A car-lover's dream."
Syzygy also devised the campaign's data strategy.