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Mazda 'challenger' TV ad

Client: Mazda

Agency: JWT

Mazda is launching its first ever brand campaign in Europe, which demonstrates how the marque challenges convention to make things better.

The groundbreaking campaign features real executives and engineers from Mazda and was created by Team Mazda Europe, which is made up of the WPP agencies of JWT, Mindshare, Wunderman, Syzygy and SocialMedia8.

Mazda’s marketing in the past has been model-related. The new-look strategy however, will play a vital role in establishing and building a consistent perception and understanding of Mazda’s core brand attributes across Europe.

The 360 degree marketing campaign, which includes 60 second TV ads, will roll out in the 20+ countries across Europe where Mazda has a presence, through a network of around 2,500 dealerships.

In order to communicate Mazda brand attributes, the Japanese car brand has put together a series of authentic films which place strong emphasis on the brand, its history and its future. In keeping with the spirit of the Mazda brand, the films are in Japanese and feature subtitles. The films will form the basis of heavyweight TV, online, press, outdoor and dealership communications.

Each film, or story, will be hosted on the Mazda website and will show consumers what the car brand stands for. Users online will be able to share these stories through social media channels and engage with the brand as they have never done before.
The new strapline ‘Defy Convention’ will be used across all marketing activity alongside the brand expression ‘Zoom-Zoom’, which was introduced in 2001.

The ‘Defy Convention’ campaign was unveiled at the Geneva Motor Show and will begin to roll out in European markets, including the UK and Germany, in the coming weeks.

Jeff Guyton, President of Mazda Motors Europe, said: “Defying convention has always been part of Mazda’s behaviour. The new customer-centric approach brings this ideology to life, creating a fresh platform for the Mazda brand to drive sales throughout Europe.”

Stef Tiratelli, CEO Team Mazda Europe, added: “The new strategy allows Mazda to share some wonderful, authentic stories in a meaningful and engaging way and marks the start of a new wave of communication from the car marque.”

Eddy Greenwood, Executive Creative Director (Mazda) at JWT, said: “We worked hard to unearth the real truths behind Mazda:  the people, their stories, their motives and ambitions. Sometimes very emotional, sometimes wonderfully intimate, it’s these stories that make the campaign’.  

The films, TV and supporting marketing collateral have been created by JWT, with the brand website developed by Syzygy. Mindshare has handled media planning and buying, whilst Wunderman has developed the CRM elements of the campaign.

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