The campaign, which is built around films featuring real executives and engineers from Mazda, has been created by WPP’s Team Mazda Europe, which also includes JWT, Mindshare, Wunderman and Social Media 8.
The campaign, which launches today, includes TV ads and a new strapline, ‘Defy convention’. The films will also be hosted on a website, www.mazdastories.eu, developed by Syzygy.
The films, TV ads and marketing collateral have been created by JWT, while Mindshare has worked on media planning and buying and Wunderman has developed customer relationship management.
Stef Tiratelli, chief executive of Team Mazda Europe, says, ‘The new strategy allows Mazda to share some wonderful, authentic stories in a meaningful and engaging way, and marks the start of a new wave of communication from the car marque.’