Mazda aims £4m push at young drivers

Mazda UK is investing £4m to reposition its marque to appeal

to younger consumers with the help of a strapline imported from the

US.

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

aggression".

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