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 A behind the scenes LookAt One of the most successful automotive advertising campaigns ever<br />A Mazda Canada Case Stud...
Post War Mazda<br />R360 Coupe<br />Carol 360<br />Tata ‘Nano’ engine is 625 cc<br />2009 smart engine is 999 cc<br />2005...
The Rotary Advantage<br /><ul><li>Rotary engine is
Simpler
Smaller
Lighter
6-cylinder engine shown for comparison</li></li></ul><li>Technology and Performance<br />
Performance and Passion<br />1990 Miata<br /><ul><li>$13,800
1.6L engine, 116 hp
Dedicated platform
Automobile of the Year
Inspired “Miata Mania”</li></li></ul><li>The Mazda Brand<br />Spirited<br />Consumer Insights<br />Stylish<br />Insightful...
Mazda Target<br />Universe Of Vehicle Buyers<br />Car as <br />Self-expression<br />Fun to Drive<br />Status Seeker<br />
Mazda Target<br />Leading Edge<br />Socially Progressive<br />Healthy Lifestyle<br />Youthful fun<br />Family-oriented<br ...
Strategic Insight<br /><ul><li>Fun to drive
Innovation
Styling
Value
Fun & Liberation
Young at heart
Expression
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The mazda case slides

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  • Here is an example of an early, post war Mazda vehicle. You also cannot talk about Mazda without understanding the implications that this kind of adversity set in motion in the company. You will still find Japanese Mazda employees obsessed with building an advanced vehicle. I met the father of the TTL (Twin Trapazoidal Link) suspension when I was there. A variation of that suspension design made its way into the first generation Mazda6.
  • The advantages of the engine were significant. Lighter weight, fewer moving parts and more horsepower for the same or less displacement. Here you see the number of moving parts required for a normal 6 cylinder engine compared to the parts required for a rotary engine of the same horsepower.
  • Transcript of "The mazda case slides"

    1. 1. A behind the scenes LookAt One of the most successful automotive advertising campaigns ever<br />A Mazda Canada Case Study<br />
    2. 2. Post War Mazda<br />R360 Coupe<br />Carol 360<br />Tata ‘Nano’ engine is 625 cc<br />2009 smart engine is 999 cc<br />2005 smart engine is 799 cc - diesel<br />
    3. 3. The Rotary Advantage<br /><ul><li>Rotary engine is
    4. 4. Simpler
    5. 5. Smaller
    6. 6. Lighter
    7. 7. 6-cylinder engine shown for comparison</li></li></ul><li>Technology and Performance<br />
    8. 8. Performance and Passion<br />1990 Miata<br /><ul><li>$13,800
    9. 9. 1.6L engine, 116 hp
    10. 10. Dedicated platform
    11. 11. Automobile of the Year
    12. 12. Inspired “Miata Mania”</li></li></ul><li>The Mazda Brand<br />Spirited<br />Consumer Insights<br />Stylish<br />Insightful<br />
    13. 13. Mazda Target<br />Universe Of Vehicle Buyers<br />Car as <br />Self-expression<br />Fun to Drive<br />Status Seeker<br />
    14. 14. Mazda Target<br />Leading Edge<br />Socially Progressive<br />Healthy Lifestyle<br />Youthful fun<br />Family-oriented<br />Go-for-it<br />
    15. 15. Strategic Insight<br /><ul><li>Fun to drive
    16. 16. Innovation
    17. 17. Styling
    18. 18. Value
    19. 19. Fun & Liberation
    20. 20. Young at heart
    21. 21. Expression
    22. 22. Value</li></li></ul><li>The Market - Honda<br />
    23. 23. The Market - Toyota<br />
    24. 24. The Market - Nissan<br />
    25. 25. Slogan Recognition<br />
    26. 26. Slogan Recognition<br />
    27. 27. Regional Sales Impact<br />
    28. 28. Albi Mazda<br />32 Km<br />
    29. 29. The Albi Effect<br />
    30. 30. The Impact<br />ZOOM-zoom continues to define the brand<br />The design standard for every Mazda vehicle.<br />The standard for every process that intersects the customer.<br />
    31. 31. Canadian Market Success<br />This brand was built through the strategic use of television.<br />Supporting roles: cinema, on-line and print.<br />Understanding a client’s core can help define the future.<br />Inspiration can come from the most unlikely places.<br />The core of the brand remains constant; the trick is to uncover it.<br />
    32. 32. Canadian Market Success<br />Control the Messaging<br />Guard against losing control of the core brand promise.<br />‘ZoomIn For Great Deals!!’<br />‘Our Cars are Zooming Out The Door’<br />Patience<br />Patience to let the brand idea take root in the market for full effect.<br />
    33. 33. Canadian Market Success<br />Your agency is a trusted partner bringing a fresh perspective to your brand.<br />Brilliantcreativesupported with a well executed strategycan become a powerful force to drive sales, marketshareand profit.<br />Great advertising must be globallyconsistentand culturally relevant.<br />

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