Mazda Cars: How advertising helped Mazda (UK) to sell a more profitable model mix
Mazda Cars: How advertising helped Mazda (UK) to sell a more profitable model mix
Mazda Cars: How advertising helped Mazda (UK) to sell a more profitable model mix
Needed a strategy to sell a higher number of the more expensive models to counter over capacity in the market. Research analysed Mazda owners and showed a need to increase awareness and make the models famous. Executions for the 626 and 323 using intrusive TV. Increased awareness shown when campaign aired, desire to sell more expensive models achieved.