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Mazda launches marketing campaign for 2013 CX-5

The new campaign focuses on Mazda’s “Better. Stronger. Smarter.” SUV

by Kirsti CorreaPublished: April 02, 2012 07:35 AM

Mazda North American Operations (MNAO) is preparing to launch a unique marketing campaign, themed “Better. Stronger. Smarter,” fit for their new 2013 Mazda CX-5 small crossover SUV.

The Irvine-based automaker’s communications partner, The Garage/Team Mazda, has created two television ads featuring a 1970s-era aesthetic and soundtrack to tell the story of the SYACTIV technology used by Mazda engineers to reimagine what a crossover SUV can be.

The campaign delivers the company’s message that it has engineered a “Top Safety Pick” vehicle that is better, stronger and smarter than its competitors with the highest highway fuel economy of any SUV sold in North America as well as a list of high-level standard amenities, starting at $20,695.

“We felt it was important to create a marketing campaign that speaks to the uniqueness of the Mazda CX-5,” said Harvey Marco, chief creative officer for Garage/Team Mazda. “The emphasis on science and technology throughout the campaign helps us tell the story to consumers in a different but relatable way. Essentially it's science fiction without the fiction.”

The campaign relies on a media mix of television, cinema, print, digital (display, mobile and video) and place-based video in health clubs, airports and other locations to reach the CX-5 audience beyond just watching TV.

Company employees, brand influencers and enthusiasts will be encouraged to share the content through social media to create a buzz starting from the inside out to customers.

“We take the same enthusiasm and 'no compromises' approach used in engineering our vehicles and apply it to our marketing efforts,” said John Abel, director of marketing for MNAO. “Our 'Better. Stronger. Smarter.' campaign reinforces the fact that Mazda builds cars that are worth driving and continues to beg the question 'What do you drive?'”

It makes its broadcast debut on April 2, and can also be previewed on the Mazda YouTube Channel and Facebook page.


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