Become a member today!
#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” ...
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 consisten...
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 ...
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 REVEA...
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.
Motor City West Presentation - Russell Wagner, Mazda
Motor City West Presentation - Russell Wagner, Mazda
Motor City West Presentation - Russell Wagner, Mazda
Motor City West Presentation - Russell Wagner, Mazda
Motor City West Presentation - Russell Wagner, Mazda
Motor City West Presentation - Russell Wagner, Mazda
Motor City West Presentation - Russell Wagner, Mazda
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Motor City West Presentation - Russell Wagner, Mazda

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Motor City West Presentation - Russell Wagner, Mazda

  1. 1. Become a member today! #thinkMotor
  2. 2. Russell Wager Vice President, Marketing MAZDA NORTH AMERICA OPERATIONS
  3. 3. What moves us?
  4. 4. CHANGING THE GAME
  5. 5. New line up
  6. 6. Need for a new COMMUNICATIONS STRATEGY • New KODO Design • New technologies • Near-premium experience
  7. 7. Game changers STRATEGY
  8. 8. Game changers STRATEGY
  9. 9. Marketing strategy • Research-based strategy • Drive Decisions on the Creative • Drive Decisions on Media Mix “Moneyball” Approach to Advertising
  10. 10. Marketing strategy 2012 MLB Rank (out of 30 teams): Team Payroll: #30 Win/Loss Record: #4 (tied)
  11. 11. 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
  12. 12. Enhancing “Traditional” Media
  13. 13. Launching our most important car
  14. 14. A Global CAR marketed in MORE THAN 120 countries
  15. 15. Already A SUCCESS IN THE U.S. u.s. Mazda sales 40%
  16. 16. The All-New 2014 M{zd{3 Incorporating mazda unique design and Technologies
  17. 17. Kodo Design
  18. 18. AERODYNAMICS Best aerodynamics in the segment
  19. 19. M{ZD{ CONNECT™ infotainment system 7” Touch screen Display
  20. 20. active driving display
  21. 21. 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
  22. 22. Launch plan A global product needs a global platform
  23. 23. Traditional REVEAL
  24. 24. Time to re-think how a car is revealed
  25. 25. we needed a hook Not That Kind of Hook…
  26. 26. Technology Gaming Music
  27. 27. Be the first to do it… Or do it a different way
  28. 28. A GLOBAL PLATFORM FOR A GLOBAL CAR
  29. 29. 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
  30. 30. Invite the media
  31. 31. Encourage Others to spread the word June 18th Announcement #GAMECHANGER
  32. 32. Be sure to include music and games
  33. 33. invite your friends on social media 60,000+ Actions 30,000+ Calendar Adds
  34. 34. Build the buzz with Automotive Media Partners
  35. 35. And Leverage Social Influencers Reached 3.4 Million social followers
  36. 36. Connect it all through #gamechanger
  37. 37. And let the Speculation grow Miata? Rotary? Mazda6 Diesel? RX-7?
  38. 38. Even the press wasn’t sure
  39. 39. JUNE 26th Day of the Reveal
  40. 40. THE SURPRISE ROLLED OUT ACROSS THE GLOBE
  41. 41. Global Embargo Lifted
  42. 42. The World ReactED…And So Did Our Campaign
  43. 43. DID IT WORK?
  44. 44. 49 700% lift in Twitter conversations 500% lift in visits to Facebook 5.29 min Avg. Time Spent a Huge Social Success
  45. 45. 50 MASSIVE EARNED MEDIA IN THE AUTO WORLD
  46. 46. 51 AND WELL BEYOND
  47. 47. 850 Million Impressions 500,000 video views 100% Share of Voice WE BECAME THE NEWS
  48. 48. QUESTIONS? ANSWERS.

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