Mazda UK is investing £4m to reposition its marque to appeal
to younger consumers with the help of a strapline imported from the
The UK arm of the Ford-owned Japanese car-maker is splashing out on an
above-the-line brand campaign through J Walter Thompson based on the
successful US 'Zoom Zoom' ads for its Triumph SUV.
Designed to appeal to a younger audience, the theme emphasises
children's fascination with motion and the thrill of driving.
Mazda UK marketing director Rob Lindley, who joined the company from
Ford in August, said he wants to broaden the marque's consumer base to
include those in their 30s and 40s by making the brand more emotive.
"We'd like to provide an emotional and aspirational alternative to the
more rational Japanese brands of Toyota and Honda," he said.
The ads, which depict Mazda models zipping down country roads and, in
one shot, swerving off-road had to be re-worked to gain the go-ahead
from the Broadcast Advertising Clearance Centre.
However, despite BACC clearance, the ads could still fall foul of
Independent Television Commission regulations which stipulate that
automotive ads "must not imply that speed limits may be exceeded and
there must be no accompanying suggestion of excitement or
The ad campaign marks a new focus on the UK market by Mazda Japan
following its decision in June to switch its UK distribution from
independent retailer MCL, and handle it in-house.
Story, page 10.
This article was first published on Marketing