Mazda unveils first brand-led marketing campaign

Mazda: launches first brand campaign across Europe
Mazda: launches first brand campaign across Europe

Car manufacturer Mazda is launching its first brand campaign across Europe, focusing on its Japanese heritage.

The TV ads, by JWT, have been filmed in Japanese with subtitles. They carry the new global strapline, "Defy Convention", which was unveiled at last week's Geneva Motor Show. Each ad portrays the marque as a challenger of conventional thinking.

Print, outdoor, and digital activity will feature "brand stories" that delve into Mazda's history and uncover interesting facts, such as having its base in Hiroshima, and future product development. The campaign will retain Mazda's brand expression "Zoom-Zoom", which was introduced in 2001.

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."

The campaign was created by WPP's Team Mazda Europe, including website development by Syzygy, CRM by Wunderman, and media planning and buying by Mindshare.

Mazda, last year revealed, it was intending to switch from model-focused marketing to brand-based communication.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug