MAZDA 3 LAUNCH

AWARDS: ADDY’S – BEST IN SHOW,

4 GOLDS

CLIENT: MAZDA USA

TAG: INSPIRATION IN EVERY MILE!

BUSINESS PROBLEM:

Mazda has set their sights on close competitors like Subaru who a decade ago were stagnant at 2% market share like Mazda finds themselves now. However, via a careful product revitalization and strong shift in marketing communications focus, Subaru is at nearly 4%…providing a roadmap to follow.

Mazda had a legacy built upon zippy, fun & inexpensive cars. Most notably sharing vehicle platforms with Ford to drive prices for compact cars as low as possible.

However, with volume and margins per vehicle at historic lows, the brand is eyeing a move up market focused on making premium vehicles for a discerning and more affluent demographic.

Mazda has thus transitioned their vehicles and their communications to convey a more updated, aspirational and emotive ownership experience.

OUTCOME:

  • MAZDA3 360 Launch & Strategic Partnerships with National Geographic & ESPN
  • Repositioned the brand and creative platform for the premium car buying market which changed the consumers mindset in a positive way, as the brand experienced increases of sales and brand metrics.

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