Mazda AWD - enhanced driving pleasure

Mazda and Mindshare challenged us to come up with a good solution for Mazda, where the main focus was driving pleasure and AWD. In this brand-building campaign, we wanted to create awareness and broad coverage, fill the concept of driving pleasure with content and increase the purchase intention of those who need AWD. We built the solution on PRN and content from us:

PRN (Premium Reach Norway) is a coverage solution where we through AG (automated guaranteed) customer created a coverage campaign that went across Aller and TV2. In this campaign, our premium product, the full-screen format, was chosen to showcase Mazda in an optimal way.

We developed content articles to show that you can handle all kinds of everyday situations in a Mazda. We had a good collaboration with Mats Trygg, a legend in Norwegian ice hockey, who was a good match for this case. The goal was to show that it's fun to drive a Mazda, test out AWD, that there is a high level of well-being in the car, driving pleasure and show good results along the way. Mats and his family (partner and two children) tested a CX-5 for a week. He and his family described everyday life; exercise and a trip with lots of fun and games. The family lives a hectic and varied life and uses a car all the time.

Very good results

The content activity performed very well and had an above average read time. Mindshare was pleased with the campaign:
- "In this brand-building campaign, we wanted to create awareness and broad coverage, while at the same time communicating to the user in a way we had not communicated to the user before," says Tomas Tomasi Digital Director at Mindshare.

- "Mazda and Mindshare like to be early in testing new advertising solutions, and Premium Reach Norway is a new advertising product that fits very well with the branding of Mazda. In this campaign, we achieved a coverage of 1.7 million unique users through Premium Reach Norway. The content department at Aller and Dagbladet is known for coming up with good solutions for our customers, and this was also the case in this campaign. Through personal knowledge, they gave us the opportunity to use Mats Trygg in the video material that shows how Mazda can be used in various everyday situations. The content activity generated very good figures in the campaign, and if we consider the article with the video material as a landing page, it accounted for 60% of the clicks generated in the campaign," concludes Tomasi.

Through this campaign on content and PRN, we achieved the goals for the campaign. Among other things, Mazda was shown five AWD and Mats Trygg gave the car a sporty profile.

In addition:

• 17% of the population say the movie makes them more likely to consider Mazda in the future.
• A whopping 86% and 84% watched the entire movie on content
• Reading time was above average at 2 minutes!
• The content articles generated a total of 24,766 clicks

Responsible in Aller: Josephine Messa Kam Programmatic:

- I would like to take this opportunity to thank Mindshare and Tomas Tomasi (Digital Director) and Fredrik Enersen (Head of Programmatic) for a great collaboration. Adform who contributed with all the technical aspects that we needed to put in place to deliver an AG (Automated Guaranteed) campaign across two major media houses. Thanks to TV2 and our client Mazda and Lisbeth H. Nygren (Marketing Communication Manager). Thanks to our content department who produced all the content in the articles and was responsible for video production. Many thanks to Mats Trygg (Lørenskog Ice Hockey), Camilla Halleraker, Carl Fredrik Ullerø and Fredrik Melgaard who helped throughout the campaign period.