Laura Claypool, Jake Herman, Katarina Lehner, Kailyn Pennock, Sydney Poncelet, Chris Santiago
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TABLE OF CONTENTS Executive Summary................................ 3 Situational Analysis................................4 SWOT.................................................... 5 Competitors.......................................... 6 Research...............................................7 Barriers................................................ 10 Positioning Scale................................... 11 Target Audience..................................... 12 Creative Vision Funnel............................ 14 Big Idea................................................ 16 Banner Ads........................................... 18 Billboards............................................. 20 Experiential.......................................... 22 Social.................................................. 27 Mazda App............................................ 28 Video................................................... 29 Dealership Experience............................ 30 Media Plan........................................... 33 Evaluation............................................ 35 Closing................................................. 36 Sources................................................ 38
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EXECUTIVE SUMMARY We want to introduce an elevated Mazda to millenials. To do this, we analyzed their behaviors and attitudes toward car buying, looked at their demographics and researched key insights about their lifestyle and purchasing habits. We then developed a campaign that resonates with our millenial target so that they align themselves with Mazda. Mazda is the vehicle that will be with them through any path they take.
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MAZDA USA’S CURRENT SITUATION Mazda USA is a Japanese car brand known for its high performance driving capabilities. Its stylish cars offer premium amenities without the premium price tag. Even with the new tagline “Feel Alive,” Mazda is still most recognized with “zoom-zoom,” which does not resonate with millennial consumers, nor does it convey the spirit of the company. Mazda has the opportunity to redefine itself to a new generation of car buyers and establish a clear brand identity.
OBJECTIVES 1
Develop an advertising campaign that launches Mazda to a new generation of car buyers.
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Target first time car buyers utilizing the Mazda 3.
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Make Mazda a relevant and trusted brand.
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Work with a $3.5 million media budget and $500,000 production budget from SeptemberNovember 2018 with Los Angeles and Orange County as key markets.
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SITUATIONAL ANALYSIS
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W
• Unfamiliarity with the Mazda brand and spirit • Incohesive branding among various media platforms • Only 2% market share in the US.
• Pathway to premier brand • Better buying infrastructure and optimized dealer experience • Increase market share (both in BDI and CDI) • Position itself in a new market segment
THREATS
Loyal customer base Design & style Product features Driving experience Skyactiv Fuel Technology
O OPPORTUNITIES
• • • • •
WEAKNESSES
STRENGTHS
S
T
• Brand competition • Overvaluation of currency • Rise in popularity of electric vehicles
COMPETITORS
JETTA The closest statement that could be called VW Group’s mission is expressed as company’s goal: “The Group’s goal is to offer attractive, safe and environmentally sound vehicles which can compete in an increasingly tough market and set world standards in their respective class. Their target audience for the Jetta is millennials looking for their first car (ages 16-22) mostly female.
COROLLA Toyota’s mission is to “to attract and attain customers with high-valued products and services and have the most satisfying ownership experience in America.” Their vision is “to be the most successful and respected car company in America.” The Corolla targets middle income customers with an average age of 52. They are a competitor because of their large market presence and the fact that many buyers pass these down to younger generations.
CIVIC Honda’s mission statement states that they aim to maintain a global viewpoint, where they are “dedicated to supplying products of the highest quality, yet at a reasonable price for worldwide customer satisfaction.” Their target audience for the Civic is first time high school or college car buyers between the ages of 16-29. Their new advertisements highlight “Style and technology to help you stand out.”
FOCUS Ford defines their company as “People working together as a lean, global enterprise for automotive leadership, as measured by: Customer, Employee, Dealer, Investor, Supplier, Union/Council, and Community Satisfaction.” Their target audience for the focus is middle income consumers that are ages 18-34, looking for an upto-date technological car. Their newest advertisement states “We all drive. Some just for the fun of it.”
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RESEARCH RESEARCH METHODS Over four weeks, our team collected data from various outlets and posted a 16 question survey online, which received 142 responses from millennials ages 16-28, across the Orange and Los Angeles Counties. We visited two dealerships in Orange and one dealership in Culver City. We also interviewed two new Mazda customers to gain insights and integrate these into our advertising campaign. We incorporated these findings into a comprehensive marketing plan.
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FINDINGS
WHAT DO MILLENNIALS PLACE MOST VALUE ON WHEN BUYING A CAR? STYLE
PR EF O
17.3%
RM AN C
SAFETY
E
25.9%
30.9% PRIC
E
25.9%
DO MILLENNIALS CARE ABOUT THE BRAND OF THEIR CARS?
According to our research, when purchasing a car, 30% of millennial customers valued price the most, followed by performance and style. Price is what narrows down a buyers selection the most, which is what makes Mazda a good fit for this demographic.
37.1% 62.9% YES
NO
Over 60% of respondents said that they cared about the brand of their car.
HOW IMPORTANT IS THE DEALERSHIP EXPERIENCE AND TEST DRIVES? 42.1% 33.6%
Our respondents had varying knowledge of cars, but what they could agree on was that the dealership experience and test drives were important in the process of buying a car, with 106 people saying that the dealership experience and test drives were somewhat or very important.
17.9%
5% 1.4% 1 not important
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3
4
5 very important
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MAZDA’S ADVANTAGE 1. The Mazda 3 is a sleek car that is an affordable option for first time car buyers. 2. By positioning the Mazda 3 as a pathway to premium vehicle, Mazda can use this as an opportunity to establish and elevate the perception of its brand in the eyes of consumers. 3. Mazda can upgrde its dealership procedures and get people in the cars faster to experience the joy of driving. While there has been major advances in the exterior remodeling of Mazda dealerships around America, Mazda can also improve their overall car buying experience.
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BARRIERS BRAND TO CONSUMER DISCONNECT The Mazda ethos “Joy of Driving” and “Hiroshima Spirit” are not conveyed clearly to consumers. From our research, no one knew about these elements of the brand. Zoom Zoom is still the top of mind for most people. Also, the tagline is still used on Mazda USA’s website, and Instagram and Facebook accounts.
BRAND IDENTITY On our survey, there was not one characteristic that was shared among respondents. Consumers think that Mazda is average or “just another car brand.” Shockingly, some don’t even know it is a Japanese brand.
COMPETITION AND BRAND LOYALTY From our survey of 140 respondents, 69.3% of them responded that they do not consider purchasing a Mazda. Most respondents preferred a luxury car brand like Tesla, Mercedes, BMW, or Audi. Some of them also prefer vintage-styled cars.
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BRAND POSITIONING High Performance
The Inspired Opportunist pursues their individual passions. Mazda3 satisfies this by offering three tiers, with several options for customization, giving the Inspired Opportunist the distinct drive that they are looking for
The Practical Taskmaster wants a valuable and reliable product that drives well and satisfies the need for a sensible buy. Mazda serves as the solution to this outlook, while integrating the Mazda experience into their lives. High Affordability Low Affordability
Low Performance By focusing on “pathway to premiere� and the Mazda driving experience, we have the opportunity to reintroduce Mazda as a brand that values experiences and memories made from driving. Mazda stands out from its competition primarily through its dedication to the heightened driving experience that stirs the emotion. The unique and exciting drive brings a satisfaction that cannot be found in any other car in its category. The elevated and elegant feel of the car may be matched, but the unique, world-class joy of driving that a Mazda brings cannot be replicated.
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TARGET AUDIENCE
WHO ARE WE TALKING TO? Orange and Los Angeles County millennials ages 23 to 27 are comparable demographically. They are college graduates and earn $50,000 to $70,000 per year. Since they are similar, the best way to distinguish them is psychographically. We appeal to our millennial first-time car buyers through their different lifestyles.
INSPIRED OPPORTUNISTS
PRACTICAL TASKMASTERS
Inspired Opportunists take life day by day. They do not plan but rather seek adventures on a whim. They are likely to take the “path less traveled.� They are focused on immediate happiness and fulfillment. Their individuality is something they value. They like to stand apart from the crowd and are proud of their differences. This psychographic is drawn to Mazda because of their ability to take them on adventures while also giving them a stylish, and unique driving experience.
Practical Taskmasters are more calculated in their decisions. They enjoy planning and indulging in the finer elements of life. They prioritize what they want to do and when they want to do it. They are motivated and inspired to finish their duties and often look towards the long term. This psychographic is drawn to Mazda because of its sensibility and premier feel. They do not want all of the frills but rather the enhanced driving experience and the modern technology.
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WHY DOES MAZDA APPEAL TO OUR TARGETS? The Inspired Opportunist pursues their individual passions. Mazda 3 satisfies this by offering three tiers, with several options for customization, giving the Inspired Opportunist the distinct drive that they are looking for. The Practical Taskmaster wants a valuable and reliable product that drives well and satisfies the need for a sensible buy. Mazda serves as the solution to this outlook, while integrating the Mazda experience into their lives.
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CREATIVE VISION FUNNEL We were able to identify how Mazda can better cater to their consumers. This funnel delves into how we synthesized our information and creative freedom into making this campaign.
STRATEGIC IDEA Our targets value world-class experiences whether they’re an Inspired Opportunist looking to fulfill their wanderlust, or a Practical Taskmaster aiming to be a citizen of the world. Mazda and the Mazda3 appeals to both these targets.
STORY For the Inspired Opportunist, the Mazda3 is a vehicle for their spontaneous adventures. The Practical Taskmaster drives the Mazda 3 because it is a sensible car that takes them where they need to be. Both these targets are going through life transitions, whether it be graduating college and going into the workforce, changing jobs, or moving away from home. They use the Mazda3 to confidently seek undiscovered paths where they can feel alive.
TONE
Modern sophistication for the first time car buyer.
BIG IDEA
Which brings us to our big idea...
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BIG IDEA
LIVE YOUR FIRST First experiences matter, and they last a lifetime. To target a new generation of car buyers, we concentrate on their first-time car buying experience. We give them a world-class introduction to Mazda that is memorable, joyful, and premium. The “Live Your First” campaign focuses on life’s firsts including our target audiences’ first contact with Mazda. We want them to feel alive in their first interaction with Mazda.
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LIVE YOUR FIRST WHY DOES IT WORK?
CONTINUES THE MAZDA MANIFESTO We extend the joy of driving to the first time purchase of a Mazda.
FIRST IMPRESSIONS LAST
CONTEMPORARY PERSPECTIVE
If we make our target audiences’ first impression of Mazda memorable, joyful, and premium, then they will associate these positive emotions with Mazda.
Our competition focuses mostly on car specs and the other mechanical parts of their vehicle. Our campaign highlights the purchasing experience and celebrates the joy of driving.
HUMAN CENTRICITY MATTERS We bring human elements to the various campaign ideas of “Live Your First.” We value and focus on the various human interactions on the different stages of the car buying experience and every experience with Mazda.
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BANNER ADS
Mazda will place creative banner ads on select websites and mobile apps that our target audiences visit and use frequently. These include Cosmopolitan, Car and Driver, NBA, Amazon, Hulu, and Thesaurus. com. These ads will redirect users to Mazda USA’s homepage.
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SPONSORED POSTS Millennials use social media daily, so we target them on Instagram and Facebook with sponsored posts. This increases brand awareness and drives traffic to Mazda’s website.
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STANDARD BILLBOARD To start off the awareness phase we will strategically place outdoor billboards in order to directly reach our target audiences who are likely to commute daily. Research showed out of home heavily indexed as an effective medium to reach our target demographic.
MEDIA INFORMATION
An eye-grabbing visual of a first experience is paired with a Mazda 3. This shows how the car can get you to new adventures. We associate Mazda with fun experiences such as concerts, roadtrips, and surf lessons, and miletones like promotions and purchasing your first car.
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DIGITAL BILLBOARD
TRAFFIC-TRACKING BILLBOARD
Southern California’s traffic has a reputation, and is expected. A solar-powered billboard will work with Google maps to analyze the volume of traffic and calculate how long it will take to arrive at the nearest Mazda dealership. There will also be billboards that calculate driving times to bigger cities such as Newport Beach, Irvine, Laguna Beach, Malibu, Santa Monica, and Downtown Los Angeles.
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EXPERIENTIAL
UBER TAKEOVER As a pathway to premier brand, Mazda has a great opportunity to collaborate with Uber’s luxury car service, UberBlack. Similar to a private driver service, UberBlack offers a high-end approach to ride sharing. Professional drivers will ensure that each customers’ experience is seamless and comfortable from beginning to end. When LA County customers request UberBlack on October 31, 2018, a black Mazda 3 Grand Touring will pick them up.
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EXPERIENTIAL
MAZDA CINEMA SEAT Consumers who do not own Mazdas do not know the craftsmanship and quality Mazda prides itself with. To make the public aware of the Mazda experience, we replace the best seats in the house with Mazda Car Seats. At the end of the film, we then reveal that they’re sitting on Mazda Car Seats. This will give our Practical Taskmasters the luxury they are looking for, and provide an element of surprise to pique the interest of Inspired Opportunists. We want to align this experiential event with a film screening, or during the premiere of “First Man,” in October 2018, a film about the first man on the moon, to go along the campaign tagline of “Live Your First.”
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EXPERIENTIAL
EXPERIENCE CENTER To create the perception that Mazda is a premium brand, we will create experience centers in The Grove and Irvine Spectrum shopping malls. At these centers, consumers are invited to learn more about the Mazda 3, examine the interior, and sign up for a test drive at their local Mazda dealership. These centers will introduce consumers to Mazda and the Mazda 3 in places where they frequent more regularly.
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EXPERIENTIAL INFLUENCER LAUNCH Influencers play a significant role in online and social media marketing. In order to showcase Mazda as a premier brand, we will host an exclusive members-only launch party at the Soho House West Hollywood. The influencers we select align with our target demographic very well. They are adventurous, inspired, and appreciate good quality and style. We will have a step and repeat for photographs and a customized menu for the attendees. Special dishes will include Mazda 3 shaped gourmet cookies and Soho House’s hors d’oeuvres. Influencers will include Roman Palumbo, Alyssa Lynch, Lauren Elizabeth, and Matt J Komo.
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EXPERIENTIAL
MAZDA BLOCK PARTY Research shows that millennials get together to live shared experiences. Because of this, Mazda will host a block party at Pacific City shopping center in Huntington Beach. This event will allow guests to mingle, try new food, listen to music, and engage with Mazda in a fresh, classy way. We will have Mazda3 Experience Stations featuring virtual reality booths, Mazda seats, and a photo booth with a step and repeat. Attendees will be inclined to share their experience through social media with the hashtag #liveyourfirstMazda3, as well as a custom Snapchat filter.
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SOCIAL MEDIA
SNAPCHAT
Facebook will be used as the essential middle for all Mazda social media platforms. We will engage audiences with incentivizing contests, discount opportunities, eye catching video content, and customer service contact. By using innovative features such as Facebook Canvas, we will be able to effectively push the Mazda brand on our target audiences. Creative content from Instagram and Youtube will also be shared on the Facebook platform to keep branding consistent.
Mazda’s Instagram will be used primarily to showcase new premium features and the new dealership experience. Incorporating the unifying creative theme, consumers will be able to have a better guage on the new Mazda and what it stands for.
Snapchat will be used primarily during the experiential launch party. We will generate an eye catching filter that will be geographicaly located and timed with our event. Mazda Snapchat will also be constantly adding to their story in order to keep consumers engaged.
FREQUENCY: 1-2 posts per week
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FREQUENCY: 1-2 posts per week FREQUENCY: 1-2 posts per week
MAZDA APP To reflect the modern look and innovation that Mazda is going for, we will introduce new features to the current MyMazda app. There will be a new tab to help expedite the buying experience. There will also be a document scanner that will be used to take and securely save photos of your social security, financial, insurance, and identification documents. The app will house the information and send it to the dealer. When the car is available for pickup, the app will alert you to come and retrieve the keys to your car. No more waiting for hours in the dealership and no more hassle. The app will retain customer information for later reference.
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VIDEO CONCEPT MEDIA INFORMATION
Our spots are 15 seconds in length for Youtube in order to qualify for unskippable preroll. 15 and 30 second spots will be used on Facebook and Instagram ads. Our research shows that our target consumers stray away from traditional TV advertising so in order to optimize our budget commercial buys will be only online.
LIVE YOUR FIRST ADVENTURE “Live Your First Adventure” is a montage of recognizable events and views in Southern California, featuring people arriving with their Mazdas. Shots of Coachella, Joshua Tree, the Hollywood Sign, Griffith Observatory, and Salvation Mountain resonate with Inspired Opportunists, who often go on road trips with friends. At the end of the spot, there’s a clip with people stargazing on top of a Mazda 3 and the voiceover says, “Life is full of firsts, let Mazda be one of them.”
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LIVE YOUR FIRST MILESTONE
LIVE YOUR FIRST MAZDA
Live Your First Milestone is a montage of important milestones in your young adult life, featuring people getting out of their Mazda 3. Shots of finishing grad school, getting a promotion, moving into your first apartment, getting your first pet. The spot ends with someone signing to buy a Mazda 3 and driving off from the dealership and the voiceover says, “Life is full of firsts, let Mazda be one of them.”
“Live Your First Mazda” features the first class client experience and ease of purchase with the MyMazda app. A young professional man walks into the private client lounge at Mazda and picks up his new car keys in the new packaging. He then looks at his app to make sure all of his documents were all there and saved for purchase. He then leaves smiling and holding his cool new keys with the leather key fob attached.
DEALERSHIP EXPERIENCE Mazda’s Retail Evolution dealership design program launched in 2014 and ever since then, Mazda has been revamping their dealerships across the country. In order to mimic their new exteriors, their dealership experience should be upgraded as well. The Mazda “First Class Client” program is an elevated first-time buyer experience. Customers will be brought into a meeting room and treated as premier guests.
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“FIRST CLASS CLIENT” Inspired Opportunists and Practical Taskmasters both want to feel like they are important and valued. There will be red envelopes and portfolios to hold necessary informational packets and buyer information. Follow up emails will also be sent with sleek digital letterheads. Upon buying a car, the customer will receive their keys with a leather key fob in a red plush box embossed with the Mazda logo. Delivering the key in a plush red box, the same “Soul Red Metallic” that the Mazda brand is known for, will further drive the perception that Mazda is a high class brand. Their documents will also come in a red envelope that has a tie closure. These small changes show the customer Mazda’s refinement and their attention to every detail.
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MAZDA KEY
Mazda is an innovative company that can elevate its brand through a series of small changes, the first being the Mazda car key. The keys represent a part of the brand. They should be sleek, stylish, and premium - just like the vehicle that it unlocks. By redesigning the key to an actual model of the car without buttons, Mazda will make its brand stand out, which the Inspired Opportunist looks for and the Practical Taskmaster appreciates.
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MEDIA PLAN
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MEDIA BUDGET EXECUTIONS
34.8%
19.1% LE CAB E N I NL
O
9.0%
DIGITAL DIS
CI
8.9%
28.1%
PA ID
SO
H
OO
AL
PLAY
Our campaign runs September 1, 2018 through November 30, 2018. The three stages of Awareness, Consideration, and Shopping guide Inspired Opportunists and Practical Taskmasters through the campaign to achieve Mazda’s objectives. To improve efficiency of our executions, our paid social posts strategically coincide with the timing of our experimental executions as shown on the flowchart. With our campaign we project a 40% increase in ROI, due to an increase in ad spending, a 78% increase in impressions, and more direct sales from executions.
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EVALUATION We will evaluate the success of our campaign through various KPI’s: Social media shares and posts Media publications Experience center visits Influencer engagements Photos taken
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UberBlack riderships Click through rates Google analytics Increase in first time buyer car sales Monthly surveys
CLOSING You asked us to position Mazda as a pathway to premier brand with a world-class driving experience. We were asked to target first-time car buyers and make them see Mazda differently from their competitors. Over the past two months, we have extensively studied Mazda’s history and brand emergence, and conducted research on the automotive industry to gain helpful insights into the psychographics of consumers. We have created a campaign that is relevant to millennials and taps into their wants and needs. “Live your first� reminds millennials that Mazda has been and will be here to take them on their adventures through life. It reminds us that experiences should be lived and coveted. By tapping into the insatiable need that millennials have to wander and live life to the fullest, we have shifted their perception of Mazda: from a simple a sensible buy, to a trendy and stylish car that is unique and stands out in its category.
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We want to navigate this adventure with you. What are you waiting for? Live your first with Do Creative.
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SOURCES http://wardsauto.com/industry/toyota-s-new-2013-sales-target-corolla-rides-new-model http://adage.com/article/cmo-strategy/mazda-launches-campaign-puts-emotion-back-zoom-zoom/298750/ http://world.honda.com/profile/philosophy/ https://www.strategicmanagementinsight.com/mission-statements/volkswagen-mission-statement.html https://www.strategicmanagementinsight.com/mission-statements/ford-mission-statement.html http://toyota.custhelp.com/app/answers/detail/a_id/7654/~/what-are-toyotas-mission-and-vision-statements%3F https://www.ispot.tv/ad/wXSi/2018-honda-civic-stand-out https://www.ispot.tv/ad/wi7a/2017-volkswagen-passat-that-feeling-commuting https://www.mazdafeelalive.com https://sproutsocial.com/insights/social-media-trends/ https://www.entrepreneur.com/article/300813 https://www.signs.com/blog/homie-billboard-marketing-and-growth/
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Thank you to Matt Hood and Joe Haley. May 2018