Mazda has launched a national advertising campaign that touts its desire to produce vehicles that are fun to drive. This marks the first project of new advertising group -- Team Mazda -- which was created last October. The campaign highlights Mazda’s driver-focused approach in the design and assembly of its vehicles.
Viewers are asked in these TV spots what car they drive and their reasons for their choice. The ads have these lines: "We believe if it's not worth driving, it's not worth building. We build Mazdas.” The campaign uses the brand’s "zoom zoom" tag line, which is whispered towards the end of the commercials.
After Mazda ended its 13-year agreement with Doner of suburban Detroit, it hired the WWP Group of London in June 2010 for its global advertising efforts.
Team Mazda is part of the WWP Group. Mazda is working to recover some ground in the U.S. market where its sales rose by 15% through March while the industry went up by 20%.
Mazda had been able to maintain its 2% market share in the U.S. even past the financial crisis in 2009. In a statement, Don Romano, chief marketing officer for Mazda North America, said that the campaign aims to draw attention to the idea that Mazda doesn’t build cars for everyone but for “people who care about what they drive."
Mazda said that the campaign will begin during prime time programming on NBC and ABC. These TV spots are set to appear next on cable networks such as ESPN, TNT, Bravo and the Speed Channel.
Mazda’s new ad campaign aims to highlight the carmaker’s commitment to producing remarkably fun-to-drive yet well-crafted vehicles, as guided by the phrase “we don't build cars for everyone; we build cars for people who care about what they drive.” Titled “Anthem” and developed by new marketing partner Team Mazda, the ad portrays the carmaker’s innovation by emphasizing the attributes of the Mazda brand philosophy.
It conveys the carmaker’s history in terms of innovations, motorsports and design. To be shown with lengths of 30 seconds to 60 seconds, the spot centers on the details that define a Mazda, like how the steering wheel feels or how the vehicle responds to inputs.
Mazda plans to run the new campaign through TV, the Internet and cinemas through the next year. The first TV spots will air Monday and will appear on top-rated shows like The Mentalist, Dancing with the Stars, American Idol and the NHL Playoffs. Mazda also plans to air the spots on specialty channels like TSN, NHL Network, ESPN Classic, Discovery Channel and the Food Network. The ads will also be uploaded on YouTube and Facebook, and will come with social features that allow viewers to take surveys and "like," share and comment.
Ads in Flash and Rich Media will also be featured on MSN, Yahoo! and AOL. Mazda will launch a user-generated content contest later in the campaign. Don Romano, President of Mazda Canada and Chief Marketing Officer for Mazda North American Operations, remarked that for the next few years, Mazda will defy convention by introducing SKYACTIV Technologies, its new generation of eco-friendly products. Romano added that to make the public better understand SKYACTIV, there is a need to introduce the company and the reason why it does things the way it does.