Final NMDL Project: Mazda

1. “There’s An Enthusiast in All of Us”- Campaign Proposal

2. The Business
 Mazda, best known for it’s “Zoom-
Zoom” tagline, is an international
automobile brand from Japan
 Mazda’s focus is on developing a fun-
to-drive car for the “enthusiast” that is
safe, and fuel-efficient

3.  Mazda’s target market is the enthusiast
 Enthusiasts, according to Mazda, are
“Those individuals who stay young, have
a good capability to express themselves,
are passionate and are self-confident in
their choices”
 I propose that Mazda develops a
campaign that focuses more on the
“enthusiast”.
Target

4.  According to my research, Mazda’s
primary challenge is their lack of brand
awareness amongst potential
consumers
 When asked what’s the first thing that
comes to mind when one thinks of
Mazda, most people respond by saying
“Zoom-Zoom”
Challenges

5. Mazda’s Goals
 Mazda recently introduced their new
SKYACTIVE Technology
 The goal with this technology is to
provide consumers with a safe, fuel-
efficient, but fun-to-drive car

6. My Goal for Mazda
 My goal for Mazda is to use this new
technology the create more brand
awareness when attempting to reach
their target market, enthusiasts

7. The Proposal
 SEO strategy for the keyword
SKYACTIVE
 A television ad campaign highlighting the
“enthusiast”. Utilizing the tagline “There
is an enthusiast in all of us”
 Targeting those who clicked on
SKYACTIVE as the search for the term
grows
 Having these people participate in a
social media campaign via Twitter to get
butts in seats

8. Budget
 Mazda has reported annual spending of
about 150-250 million on advertising
 I propose to use a minimum of 50 million
to implement my strategy
 Being sure to consider the trend toward
online marketing

9. Metrics of Success
 Utilize quantitative and qualitative
research approaches including
extensive surveying throughout the
campaign
 Utilizing Mazda’s social media
community to gain information on the
new campaign

10. Timeline
 Considering the introduction of
SKYACTIVE in the 2012 Mazda3 and
Mazda CX-5, Mazda should run this
campaign starting in January 2012