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#thinkMotor
Russell Wager
Vice President, Marketing
MAZDA NORTH AMERICA OPERATIONS
What moves us?
#
CHANGING THE GAME
New line up
Need for a new COMMUNICATIONS STRATEGY
• New KODO Design
• New technologies
• Near-premium experience
Game changers STRATEGY
Game changers STRATEGY
Marketing strategy
• Research-based strategy
• Drive Decisions on the Creative
• Drive Decisions on Media Mix
“Moneyball” Approach to Advertising
Marketing strategy
2012 MLB Rank (out of 30 teams): Team Payroll: #30 Win/Loss Record: #4 (tied)
Media strategy
• Shift to a greater presence in Digital
• While reliance on TV is lower overall,
It is also more consistent
An “Always On” Approach
Enhancing “Traditional” Media
Launching our most important car
A Global CAR
marketed in
MORE THAN 120 countries
Already A SUCCESS IN THE U.S.
u.s. Mazda sales
40%
The All-New 2014 M{zd{3
Incorporating mazda unique design and Technologies
Kodo Design
AERODYNAMICS
Best aerodynamics in the segment
M{ZD{ CONNECT™ infotainment system
7” Touch screen Display
active driving display
76 GHz Radar Mazda Radar Cruise Control Smart Brake Support Forward Obstruction Warning
Near-infrared laser Smart City Brake Support
24 GHz Radar Rear Vehicle Monitoring
Camera Lane Departure Warning System High Beam Control
Active safety: i-Activsense
Launch plan
A global product needs a global platform
Traditional REVEAL
Time to re-think how a car is revealed
we needed a hook
Not That Kind of Hook…
Technology
Gaming Music
Be the first to do it…
Or do it a different way
A GLOBAL PLATFORM FOR A GLOBAL CAR
How to host a surprise party
1) ENFORCE A GLOBAL EMBARGO 2) RELEASE MINIMAL FACTS: WHEN: JUNE 26TH WHERE: GLOBAL REVEAL ON XBOX LIVE
3) PRODUCT: UNIDENTIFIED
Invite the media
Encourage Others to spread the word
June 18th
Announcement #GAMECHANGER
Be sure to include music and games
invite your friends on social media
60,000+ Actions 30,000+ Calendar Adds
Build the buzz with Automotive Media Partners
And Leverage Social Influencers
Reached 3.4 Million social followers
Connect it all through #gamechanger
And let the Speculation grow
Miata?
Rotary?
Mazda6 Diesel?
RX-7?
Even the press wasn’t sure
JUNE 26th Day of the Reveal
THE SURPRISE ROLLED OUT ACROSS THE GLOBE
Global Embargo Lifted
The World ReactED…And So Did Our Campaign
DID IT WORK?
49
700% lift in Twitter conversations
500% lift in visits to Facebook
5.29 min Avg. Time Spent
a Huge Social Success
50 MASSIVE EARNED MEDIA IN THE AUTO WORLD
51 AND WELL BEYOND
850 Million Impressions 500,000 video views 100% Share of Voice
WE BECAME THE NEWS
QUESTIONS? ANSWERS.