Mazda seeks emotional connection with its new campaign

Under the slogan “Driving Matters”, Mazda launches two advertising campaigns in the US and expects to have the same success they obtained 15 years ago with their “Zoom, Zoom”. The 60 second spot shows the life of a driver that starts and ends using a Mazda MX-5.”When we ask in focus groups what the brand evokes, the first thing they say is Zoom, Zoom. Nine out of every ten people remember that campaign”, said Russell Wagner, Marketing VP at Mazda.Mazda, which lacks the marketing recognition of rivals like Honda and Toyota, expect a round of advertising charged with emotion may lead their clients to purchase the iconic two seat MX-5.The campaign includes 47 ads in 26 magazines and in web sites like YouTube.com and ESPN.com.