MERCADEO Versión en español
Mazda and Bravo Team Up to Bring Japanese Passion to Life
Manuela Walfenzao| 13 de julio de 2017
La primera fase de la campaña presenta comunicaciones en japonés
Mazda North American Operations announced the launch of a new, insights-driven Hispanic campaign, seeking to link common attributes shared between the Hispanic community and the brand’s core values. The campaign was developed specifically for the Hispanic consumer, aiming to tap into the existing positive affinity for Japanese-made products. The effort is an extension of the Driving Matters general market campaign developed by WPP’s Garage Team, and the Hispanic version was made by Bravo. “Through our research, we’ve discovered that there are more than 12 Million Hispanic consumers in United States who identify with Mazda brand philosophies, yet that same research shows that many are simply not familiar with the brand” said Russell Wager, Marketing VP for Mazda. “We’ve found that the Hispanic Mazda customer is a true car enthusiast; someone who appreciates styling and performance, but is also hyper-digital and social, and already leans toward Japanese car brands. Our goal is to make sure they understand Mazda not only by our cars, but what we stand for.”In order to establish that connection, the campaign started on July 9 with a week-long “disruption” phase in Japanese-only. It will follow three phases focusing on relatable Mazda brand philosophies: Passion “KODO—Soul of Motion Design”, Harmony “Jinba Ittai Driving Dynamics” and Perseverance “Hiroshima Challenger Spirit.”They are making partnerships with influential Hispanic media outlets, including Telemundo and Univision to amplify the message. Through the partnerships, each outlet will offer unique creative components tailored to their specific audience.
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