Mazda
“Get In. Be Moved”
This slogan is created in 1997 to suite Mazda new marketing strategy which refocuses their efforts and targets a new market which is younger generation that like sporty features cars and want to create the driver identity by driving it. The slogan is created by W.B. Doner & Co., now known as Doner which is a new advertising agency hired to build Mazda new image that can capture Mazda’s overall personality and make it contrast from other cars. Its known as a brand DNA for Mazda at that time which is a brand promise. Mazda’s group manager of brand strategy and communication said that “It’s an invitation to the consumer; a motivation and a promise that you come to Mazda, you get in, and we promise that you’ll be moved by what our cars have to offer.”
The first Mazda mode that used this slogan is Mazda Protégé in year 1999. The IMC process has took by repositioning campaign for the Protegé, by television commercials combining computer-generated backgrounds with live action and featuring a group of hip “20-somethings” carpooling in a Protegé. Second IMC process is through the redesigned Protégé push on the internet with the world’s largest online automotive launch party” with banner ads on several famous web sites and portals. This advertisement will led visitors to the Protegé section of Mazda’s web site. They also provide competition to win a new Protégé by playing trivia games provide by the game show site Uproar. Mazda also mailed a CD-ROM with music, movie reviews and interviews to people who requested for more information while visiting the web site. This has extended to dealer showrooms by developing point-of-purchase cubes that used the identical imagery and tonality as the television and print messages. This IMC process has increased Protégé sales and the campaign was successful in creating a new image for the Protegé and research also showed an increase perceptions of the Protegé on it key attributes.
“Zoom-Zooming” in a New
This slogan is created in 1997 to suite Mazda new marketing strategy which refocuses their efforts and targets a new market which is younger generation that like sporty features cars and want to create the driver identity by driving it. The slogan is created by W.B. Doner & Co., now known as Doner which is a new advertising agency hired to build Mazda new image that can capture Mazda’s overall personality and make it contrast from other cars. Its known as a brand DNA for Mazda at that time which is a brand promise. Mazda’s group manager of brand strategy and communication said that “It’s an invitation to the consumer; a motivation and a promise that you come to Mazda, you get in, and we promise that you’ll be moved by what our cars have to offer.”
The first Mazda mode that used this slogan is Mazda Protégé in year 1999. The IMC process has took by repositioning campaign for the Protegé, by television commercials combining computer-generated backgrounds with live action and featuring a group of hip “20-somethings” carpooling in a Protegé. Second IMC process is through the redesigned Protégé push on the internet with the world’s largest online automotive launch party” with banner ads on several famous web sites and portals. This advertisement will led visitors to the Protegé section of Mazda’s web site. They also provide competition to win a new Protégé by playing trivia games provide by the game show site Uproar. Mazda also mailed a CD-ROM with music, movie reviews and interviews to people who requested for more information while visiting the web site. This has extended to dealer showrooms by developing point-of-purchase cubes that used the identical imagery and tonality as the television and print messages. This IMC process has increased Protégé sales and the campaign was successful in creating a new image for the Protegé and research also showed an increase perceptions of the Protegé on it key attributes.
“Zoom-Zooming” in a New