Russell Wager, VP de Marketing de Mazda North American Operations
Mazda North American Operations (MNAO) announced the launch of the Driver’s Choice campaign. The new advertising spot will feature luxury vehicle owners who unknowingly choose a Mazda vehicle over premium brands after a blind test drive. The premise of the campaign is to go beyond the traditional surprise-and-delight car commercials to highlight that Mazda can compete with luxury brands on design, features and driving exhilaration. “This was a risky, but fun way for us to gain insight into what our customers experience when they visit a dealership,” said Russell Wager, Vice President of Marketing for MNAO. “By removing any preconceived notions about the vehicles, we were able to prove that Mazda vehicles offer similar, if not better, premium amenities and craftsmanship that are typically reserved for luxury brands.”The goal for Mazda was to choose people for the study who not only drive premium brands, but those who are also considered “premium experts” because of their professions. As a result, professionals including an architect, designer, and engineer were chosen for this blind test because of their ability to professionally speak to Mazda’s superior design, craftsmanship and engineering.The campaign and creative were developed in collaboration with Mazda’s fully integrated and dedicated WPP team agency, Garage Team Mazda.
