Motor City West Presentation - Russell Wagner, Mazda

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Russell Wager

Vice President, Marketing

MAZDA NORTH AMERICA OPERATIONS

What moves us?

#

CHANGING THE GAME

New line up

Need for a new COMMUNICATIONS STRATEGY

• New KODO Design

• New technologies

• Near-premium experience

Game changers STRATEGY

Game changers STRATEGY

Marketing strategy

• Research-based strategy

• Drive Decisions on the Creative

• Drive Decisions on Media Mix

“Moneyball” Approach to Advertising

Marketing strategy

2012 MLB Rank (out of 30 teams): Team Payroll: #30 Win/Loss Record: #4 (tied)

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

Enhancing “Traditional” Media

Launching our most important car

A Global CAR

marketed in

MORE THAN 120 countries

Already A SUCCESS IN THE U.S.

u.s. Mazda sales

40%

The All-New 2014 M{zd{3

Incorporating mazda unique design and Technologies

Kodo Design

AERODYNAMICS

Best aerodynamics in the segment

M{ZD{ CONNECT™ infotainment system

7” Touch screen Display

active driving display

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

Launch plan

A global product needs a global platform

Traditional REVEAL

Time to re-think how a car is revealed

we needed a hook

Not That Kind of Hook…

Technology

Gaming Music

Be the first to do it…

Or do it a different way

A GLOBAL PLATFORM FOR A GLOBAL CAR

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

Invite the media

Encourage Others to spread the word

June 18th

Announcement #GAMECHANGER

Be sure to include music and games

invite your friends on social media

60,000+ Actions 30,000+ Calendar Adds

Build the buzz with Automotive Media Partners

And Leverage Social Influencers

Reached 3.4 Million social followers

Connect it all through #gamechanger

And let the Speculation grow

Miata?

Rotary?

Mazda6 Diesel?

RX-7?

Even the press wasn’t sure

JUNE 26th Day of the Reveal

THE SURPRISE ROLLED OUT ACROSS THE GLOBE

Global Embargo Lifted

The World ReactED…And So Did Our Campaign

DID IT WORK?

49

700% lift in Twitter conversations

500% lift in visits to Facebook

5.29 min Avg. Time Spent

a Huge Social Success

50 MASSIVE EARNED MEDIA IN THE AUTO WORLD

51 AND WELL BEYOND

850 Million Impressions 500,000 video views 100% Share of Voice

WE BECAME THE NEWS

QUESTIONS? ANSWERS.