Mazda ‘Zooms’ Together With Toyota
Mazda’s marketing has focused on the Zoom-Zoom campaign for a while now and it has now spread all around the world. “Zoom-Zoom” describes the “emotion of motion” that Mazda claims is inherent in its cars.
The earlier Zoom-Zoom advertisement featured a little boy whispering the “Zoom-Zoom” tagline, who later was called the “Zoom-Zoom Kid”.
The Zoom-Zoom is all about driving enjoyment. To show their concern for the environment Mazda signed an agreement with Toyota to build hybrid-drive vehicles using Toyota’s Hybrid Synergy Drive technology.
The hybrid-drive vehicle makes sure that if the car’s not moving, it doesn’t use the engine. Also if traffic is moving annoying slowly, at a walking pace, the hybrid-drive uses a low-output electric motor to achieve the same ends. You can imagine hybrids are growing in popularity these days.
Senior executive for global marketing, Masazumi Wakayama said: “Zoom-zoom is evolving. While we make our cars even more fun to drive, we are also strengthening our environmental strategy.”
Critics were concerned about Mazda’s Zoom-Zoom image while working together with Toyota to use hybrid-drive. Mazda Australia’s National Marketing Manager, Alastair Doak explained how he saw the relationship between Mazda and Toyota.
“A hybrid… is an add-on electric device,” and “That’s all we’re buying. The hybrid technology helps improve low-speed fuel consumption. That’s all it does, it does no more than that,” he said.
“We are not buying anything more than that from Toyota. We can tool how the car drives, how it brakes, how it steers — what it feels like to the customer. What we’ve consistently said: Mazda stands for ‘fun to drive’ and that doesn’t change. So whether it’s a diesel, a petrol, a hybrid, a hydrogen-hybrid; it doesn’t matter. When a customer drives our cars, they will feel exactly the same thing.”
That Mazda is still focusing on ‘fun to drive’, they prove with their new advertising campaign to promote city car Mazda2, with Elena as a target group woman. Clemenger Harvie Edge created the ad that involves Elena and her colourful collage of life in photographs. The tag line “All the best things in one place”…
Image by WillVision Photography
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