Mazda – Zoom Zoom Challenge

In the recent past, Mazda has employed virtually no brand communications or activity in Ireland, meaning consumers had a view of Mazda of having produced good cars in the past, but with a general lack of knowledge of the current range of cars and what the brand stood for: namely, the 'Zoom-Zoom' values of being challenging, fun, spirited and dynamic.
  

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...

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