Mazda – Zoom Zoom Challenge
Agency name: direction@JWT Client name: Mazda Motor Ireland Category: Brand-building Country: Ireland
BACKGROUND
As a result of Mazda in Ireland having had virtually no brand communications or activity with any real support in the recent past, consumers had a very historical view of Mazda as having produced good cars in the past but with a general lack of knowledge of the range of cars and what the brand stood for.
The previous distributor in Ireland, MDL, had stopped focusing on Mazda and had not engaged in any investment to enhance...