MAZDA CX-5 ADVERTISING

AUTO ADVISOR GROUP
BRUCE HUBBARD


Mazda North American Operations (MNAO) announced the launch of a comprehensive, creative advertising campaign in support of its all-new 2013 Mazda CX-5 small crossover SUV. The campaign has been developed to be as unique as the CX-5 itself.

In much the same way that science and technology reimagined the life of Steve Austin in the hit 1970s television series "The Six Million Dollar Man," so has Mazda's SKYACTIV® Technology reimagined what a crossover SUV can be with the release of the CX-5. To tell that narrative to consumers, MNAO's advertising agency partner, The Garage/Team Mazda, has created a :60 and :30 version of a national television spot titled "Better. Stronger. Smarter." which pays homage to the iconic science fiction series.

Taking a creative cue from "The Six Million Dollar Man," the new CX-5 television ads are highly stylized with a 1970s era aesthetic and soundtrack showcasing how Mazda engineers used cutting edge SKYACTIV® Technology to engineer the CX-5 crossover. The science fiction-themed narrative delivers the key message that Mazda's technology has engineered a crossover vehicle that is better, stronger and smarter than its competitors, resulting in the highest highway fuel economy of any SUV – including hybrids – sold in North America, as well as a level of driving dynamics as expected from the Zoom-Zoom car company.

The initial launch of the "Better. Stronger. Smarter." ad will be followed by three additional :30 spots focusing on key individual attributes of the CX-5, including fuel economy, technology and safety.

The ad campaign for the CX-5 will be unique in its "inside-out" approach. On March 28, Mazda will first engage company employees, key brand influencers and enthusiasts to interact with the ad and the CX-5 experience. This key group will be encouraged to share the content, generating buzz from inside the organization out to consumers via social media channels including Facebook, Twitter, YouTube and more.

Mazda will continue to roll-out the campaign  with a robust media mix of television, cinema, print, digital (display, mobile and video) and place-based video in health clubs, airports and other locations designed to reach the active CX-5 target. The plan will create a large presence able to touch the target where they work and play, not just when they are in front of a television.

"The Mazda CX-5 is in a class all its own," said John Abel, director of marketing for MNAO. "That is why we felt it was important to create an ad campaign that speaks to the uniqueness of the vehicle we have engineered. The emphasis on science and technology in the ad, through the stylish homage to a beloved science fiction icon, helps us tell the story to consumers in a different but relatable way."

With a starting MSRP of $20,695 MSRP, the Mazda CX-5 delivers a combination of experiential benefits never before seen in a crossover. All models feature a long list of high-level standard amenities, including aluminium-alloy wheels, daytime running lights (DRL), push-button start, a tilt-and-telescopic steering column, steering-wheel-mounted audio and cruise controls as well as auxiliary and USB connection ports. Available options include front- or all-wheel drive, six-speed manual or automatic transmissions, leather seating, moonroof and satellite navigation. Additionally, CX-5 achieves best-in-class fuel economy and earned a "Top Safety Pick" by the Insurance Institute for Highway Safety (IIHS).