motor city west presentation - russell wagner, mazda
TRANSCRIPT
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Become a member today!
#thinkMotor
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Russell Wager
Vice President, Marketing
MAZDA NORTH AMERICA OPERATIONS
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What moves us?
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#
CHANGING THE GAME
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New line up
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Need for a new COMMUNICATIONS STRATEGY
• New KODO Design
• New technologies
• Near-premium experience
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Game changers STRATEGY
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Game changers STRATEGY
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Marketing strategy
• Research-based strategy
• Drive Decisions on the Creative
• Drive Decisions on Media Mix
“Moneyball” Approach to Advertising
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Marketing strategy
2012 MLB Rank (out of 30 teams): Team Payroll: #30 Win/Loss Record: #4 (tied)
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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
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Enhancing “Traditional” Media
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Launching our most important car
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A Global CAR
marketed in
MORE THAN 120 countries
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Already A SUCCESS IN THE U.S.
u.s. Mazda sales
40%
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The All-New 2014 M{zd{3
Incorporating mazda unique design and Technologies
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Kodo Design
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AERODYNAMICS
Best aerodynamics in the segment
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M{ZD{ CONNECT™ infotainment system
7” Touch screen Display
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active driving display
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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
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Launch plan
A global product needs a global platform
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Traditional REVEAL
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Time to re-think how a car is revealed
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we needed a hook
Not That Kind of Hook…
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Technology
Gaming Music
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Be the first to do it…
Or do it a different way
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A GLOBAL PLATFORM FOR A GLOBAL CAR
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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
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Invite the media
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Encourage Others to spread the word
June 18th
Announcement #GAMECHANGER
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Be sure to include music and games
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invite your friends on social media
60,000+ Actions 30,000+ Calendar Adds
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Build the buzz with Automotive Media Partners
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And Leverage Social Influencers
Reached 3.4 Million social followers
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Connect it all through #gamechanger
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And let the Speculation grow
Miata?
Rotary?
Mazda6 Diesel?
RX-7?
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Even the press wasn’t sure
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JUNE 26th Day of the Reveal
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THE SURPRISE ROLLED OUT ACROSS THE GLOBE
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Global Embargo Lifted
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The World ReactED…And So Did Our Campaign
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DID IT WORK?
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49
700% lift in Twitter conversations
500% lift in visits to Facebook
5.29 min Avg. Time Spent
a Huge Social Success
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50 MASSIVE EARNED MEDIA IN THE AUTO WORLD
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51 AND WELL BEYOND
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850 Million Impressions 500,000 video views 100% Share of Voice
WE BECAME THE NEWS
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QUESTIONS? ANSWERS.