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Mar 28, 2012
IRVINE, Calif. (March 28, 2012) – Mazda North American Operations (MNAO) today announced the launch of a comprehensive, integrated marketing 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 communications partner, The Garage/Team Mazda, has created a :60 and :30 version of a national television spot titled “Better. Stronger. Smarter.”
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 that are expected from a brand like Mazda.
“The Mazda CX-5 is in a class all its own,” said John Abel, director of marketing for MNAO. “We take the same enthusiasm and ‘no compromises’ approach used in engineering our vehicles and apply it to our marketing efforts. Our ‘Better. Stronger. Smarter.’ campaign reinforces the fact that Mazda builds cars that are worth driving and continues to beg the question ‘What do you drive?’”
The initial launch of the “Better. Stronger. Smarter.” TV spot 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. Starting today, Mazda will 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 on April 2 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.
“We felt it was important to create a marketing campaign that speaks to the uniqueness of the Mazda CX-5,” said Harvey Marco, chief creative officer for The Garage/Team Mazda. “The emphasis on science and technology throughout the campaign helps us tell the story to consumers in a different but relatable way. Essentially it’s science fiction without the fiction.”
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).
Before it makes its broadcast debut on April 2, the “Better. Stronger. Smarter.” TV spot can be previewed on Mazda’s YouTube channel, www.youtube.com/Mazda, or on the company’s Facebook page at www.facebook.com/Mazda. For media interested in downloading a copy of the TV spot, which can be embedded in Web pages or used in streaming newscasts, go to www.thenewsmarket.com/betterstrongersmarter.
Mazda North American Operations is headquartered in Irvine, Calif., and oversees the sales, marketing, parts and customer service support of Mazda vehicles in the United States, Canada and Mexico through nearly 900 dealers. Operations in Canada are managed by Mazda Canada, Inc., located in Ontario; and in Mexico by Mazda Motor de Mexico in Mexico City. For more information on Mazda vehicles, visit the online Mazda media center at www.mazdausamedia.com. Product B-roll may be ordered online by visiting The News Market at www.thenewsmarket.com/mazda.