Mazda has evolved its six-year-old "zoom zoom" tagline in a spot for the new Mazda6 sedan, breaking during the 4th quarter of ESPN's Monday Night Football.
The new tagline is "zoom zoom. Forever," and will be featured in broadcast and print executions for the campaign, via Doner, Southfield, Mich.
"We are going tighter than ever to our core," said Bill Gordon, group manager of marketing at Mazda. 'Zoom zoom' has been tweaked, and while we have always been fun to drive, 'zoom zoom foreve' will let the consumer know that we will always be what we are. This is a stronger expression. It replants the flag in the ground."
"Zoom zoom" was first used in 2002 to describe the Mazda6 and was meant to evoke a sports car spirit.
The new Mazda6, which starts at $18,550, is targeted at an older demographic (30-55 years old), 55% male, with a household income of $80,000 and up.
Print ads have started running in lifestyle, sports, entertainment and business titles. Most are in two- and three-page formats, also touting the new "zoom zoom. Forever" tag.
Four broadcast spots are part of the media mix, including 30 and 60-second versions of "Stadium"—the ad that broke last night. "Stadium" will run in both lengths for the first two weeks of the season, later joined by two more spots "Pulse" and "Factory."
Creative begins with an older, classic stadium filled to capacity pulsing with a feint heartbeat-like cadence, which could also be construed as a "boom boom" sound that grows louder. The scene moves from an overhead shot to inside to the floor of the stadium, where a gate goes up and a Mazda6 comes out of the gate, similar to a bull being released.
Mazda has made a large broadcast purchase with the NFL this season, said Mike Nakashima, Mazda's director of marketing. Spots will also run during primetime hit shows, including Grey's Anatomy, House and Desperate Housewives.
Mazda has historically connected with football, both college and pro, at one time serving as the feature sponsor of the Mazda Tangerine Bowl. However, in recent years, "we've backed off college football, and the NFL provides a broad reach, with its high profile and good ratings," Nakashima said.
Mazda's sales through August were down 2%, per Autodata, Woodcliff Lake, N.J. The industry overall has seen passenger car sales sink 2.1% this year.
source:brandweek
