Mazda drives into the premium segment with its agency team

August 18, 2022

Mazda Motors Germany launches its first eco-friendly crossover model Mazda CX-60 Plug-in Hybrid with a comprehensive campaign. The lead mandate of the cross-functional agency team lies with SYZYGY.

For Mazda, the Mazda CX-60 Plug-in Hybrid is more than a new model, it is the entry into the premium segment and the start of an era of sustainable driving experience. Accordingly, the Japanese carmaker is staging its new flagship model in an elaborate way together with its agency team under the lead of SYZYGY.

The new Mazda CX-60 Plug-in Hybrid embodies everything that has become an integral part of the Mazda DNA over the past 100 years: great design, Japanese engineering perfection and technological progress.

Under the lead of SYZYGY, the agency team is implementing a cross-channel campaign for the product launch of the new Mazda that seamlessly integrates various off- and online measures and touch points. The unifying element is the core message “Mazda CX-60 – Crafted in Japan”, which was developed on a European level and adapted precisely to the respective contact points of the customer journey.

The broad-based campaign includes TV spots, display ads, social media content, print ads, dialogue measures and various trade marketing activities. In addition, the Japanese carmaker is using other special measures for its new flagship model. These include, for example, a cooperation with Samsung and its Brand.TV format, the livestreaming platform “Meet Mazda” for the presentation of the vehicle or so-called “First Dates” to introduce the most loyal customers exclusively to the new Mazda model. The new model also plays a role in the established YouTube format #FragMazda.

The company is also on the road again at trade fairs, but is not entering the parquet of traditional automobile ones. Instead, it is presenting itself with the Mazda Experience at the Interboot in Friedrichshafen/Lake Constance as a prelude to the Japanese brand’s experiential measures after the pandemic – in the usual different way.

The new Mazda CX-60 Plug-in Hybrid marks the beginning of a new and important era for Mazda and is another important milestone on the way to establishing itself as the alternative to German premium brands. With our agency team under the lead of SYZYGY, we are focusing on a communication strategy that places this claim at the centre of the campaign and in the dialogue with customers and interested parties.

Dino Damiano
Marketing Director Mazda Motors Germany

Together we have managed to form a very powerful team from the various agencies for and with Mazda Germany. Integrated working is in the DNA of everyone involved. You can feel that and it’s a lot of fun working together on such an important market launch as the Mazda CX-60.

Andreas Schill
Client Service Director SYZYGY and Lead of the Mazda agency team

Together with SYZYGY Germany, the agency partners Scholz & Friends Vienna (European Lead Creation & ATL), Mindshare (Media National), moccamedia (Media Trade), Elite Network Group (Trade Communication), punktEins (Experiential /Driving Events) and ProConcept (Experiential and Trade Fairs) are responsible for the important German Mazda market.

The Mazda CX-60 is the carmaker’s first crossover model with an environmentally friendly plug-in hybrid drive and has special environmental features. For example, the Mazda CX-60 can cover a distance of up to 65 km purely electrically and thus without CO2 emissions or fuel consumption. The new Mazda CX-60 also meets the highest standards in terms of technology system and aesthetics.

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