All the best bits of Zoom Zoom in the new Mazda2 campaign via CHE targeting GenY women

May 5 2010, 5:00 am | BY Kim Shaw | 9 Comments

Mazda2_02.jpgThe new Mazda2 is the compact city car with all the best things in one place. The looks for the high street, performance for the wide open road, economy that is kind on your credit card and dependability you can build your life around.

Mazda’s long-term advertising partner, Clemenger Harvie Edge (CHE) Melbourne, has developed a new ad campaign for the Mazda2, targeting GenY women. The campaign centres around ‘Elena’s’ pinboard – a collage of her life in photographs – and features the tag line ‘All the best things in one place’.

VIEW THE SPOT HERE

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Launching this Sunday 9th May, the TVC, outdoor, print and onlinecampaigns have an authentic and genuine feel to them, speaking to theaudience instead of at them. Using ‘Elena’s’ real-life photographs, CHEinnovatively used CGI for the entire commercial, creating a scenariowhereby the Mazda2 is shown as a part of all the things that make up’Elena’s’ life – her career, her travels and her time spent with familyand friends.

Breaking the mould of light car advertising and moving away fromfocusing on just the styling and features, CHE aims to get closer totheir audience by giving the Mazda2 a purpose in their lives in animaginative and inviting way, rather than just ‘selling’ to them.Together, CHE and Mazda recognised that today’s female consumers wantmore from a car than style alone and they wanted to reflect this in thecreative.

Mike O’Hare, Mazda Creative Director at CHE, comments: “By using thetalent’s real-life photographs, it really helped to give the campaignthat sense of authenticity and intimacy we were looking for. It offersa glimpse into the life of the type of people who might consider buyingthe new Mazda2, and how their car makes up a big part of thatlifestyle. We had a definite vision of how to communicate this conceptbest, and the complete use of CGI in developing the campaign gave usmore control over this vision.”

The full campaign will feature a TVC airing from May 9th, as well asdigital, print and outdoor ads rolling out over the next couple ofmonths. The outdoor ad is set up for a three-stage reveal, and someother surprises along the way should be expected.