1. Become a member today!
#thinkMotor

3. Russell Wager
Vice President, Marketing
MAZDA NORTH AMERICA OPERATIONS

4. What moves us?

5. CHANGING THE GAME

6. New line up

7. Need for a new COMMUNICATIONS STRATEGY
• New KODO Design
• New technologies
• Near-premium experience

8. Game changers STRATEGY

9. Game changers STRATEGY

10. Marketing strategy
• Research-based strategy
• Drive Decisions on the Creative
• Drive Decisions on Media Mix
“Moneyball” Approach to Advertising

11. Marketing strategy
2012 MLB Rank (out of 30 teams):
Team Payroll: #30
Win/Loss Record: #4 (tied)

12. 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

13. Enhancing “Traditional” Media

14. Launching our most important car

15. A Global CAR
marketed in
MORE THAN 120 countries

16. Already A SUCCESS IN THE U.S.
u.s. Mazda sales
40%

17. The All-New 2014 M{zd{3
Incorporating mazda unique design and Technologies

18. Kodo Design

19. AERODYNAMICS
Best aerodynamics in the segment

20. M{ZD{ CONNECT™ infotainment system
7” Touch screen Display

21. active driving display

22. 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

23. Launch plan
A global product needs a global platform

24. Traditional REVEAL

27. Time to re-think how a car is
revealed

28. we needed a hook
Not That Kind of Hook…

29. Technology
Gaming
Music

30. Be the first to do it…
Or do it a different way

31. A GLOBAL PLATFORM FOR A GLOBAL CAR

33. 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

34. Invite the media

35. Encourage Others to spread the word
June 18th
Announcement
#GAMECHANGER

36. Be sure to include music and games

37. invite your friends on social media
60,000+ Actions 30,000+ Calendar Adds

38. Build the buzz with Automotive Media Partners

39. And Leverage Social Influencers
Reached 3.4 Million social followers

40. Connect it all through #gamechanger

41. And let the Speculation grow
Miata?
Rotary?
Mazda6 Diesel?
RX-7?

42. Even the press wasn’t sure

43. JUNE 26th
Day of the Reveal

44. THE SURPRISE ROLLED OUT ACROSS THE GLOBE

45. Global Embargo Lifted

46. The World ReactED…And So Did Our Campaign

49. DID IT WORK?

50. 49
700% lift in Twitter conversations
500% lift in visits to Facebook
5.29 min Avg. Time Spent
a Huge Social Success

51. 50
MASSIVE EARNED MEDIA IN THE AUTO WORLD

52. 51
AND WELL BEYOND

53. 850 Million Impressions
500,000 video views
100% Share of Voice
WE BECAME THE NEWS

55. QUESTIONS? ANSWERS.