Mazda 2 � Mobile Ad Funded Video �Case Study

Clif Watkins — 2007-12-03T03:50:00-01:00

Category: Case Studies
Summary: In September 2007, Mazda launched a new advertising campaign designed to increase awareness of their new bold and stylish car model, the Mazda2. Mobile advertising formed part of their marketing campaign designed to communicate with adults 25-34 in their leisure time.

Mazda 2 – Mobile Ad Funded Video –Case Study

Background

In September 2007, Mazda launched a new advertising campaign designed to increase awareness of their new bold and stylish car model, the Mazda2. Mobile advertising formed part of their marketing campaign designed to communicate with adults 25-34 in their leisure time. The campaign used video ads on the 3-UK and T-Mobile to reach the Mazda2 target audience. These video ads were placed with Rhythm’s ad network using the media buying agency Mindshare.

Objectives

Target potential customers that are increasingly hard to reach on traditional advertising channels
Drive awareness for the Mazda2 car model
Position the Mazda2 as a stylish and bold new car model

Solution

Use mobile video with Rhythm to add unique and targeted element to broad TV campaign
Deliver Mazda 2 advertisements to core demographic only
Showcase Mazda2 ad and frequency manage
Provide consumers with the ability to watch a vast array of quality content ranging from, News, Sport, Entertainment and Movies due to the fact that the Mazda2 targeted advertising was offering the audience the content for free in return for watching their ad

Results

Delivered 350,000 video ad impressions exactly as planned to 25-34 adults with no wastage

The following brand awareness metrics were measured using Rhythm’s unique in-line brand awareness research solution

32% spontaneous awareness recall
70% prompted awareness recall
52% correct brand message attribution
32% felt more positive about the brand after seeing the add

MMA Global :: Article

Mazda 2 � Mobile Ad Funded Video �Case Study