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.