Mazda Shows Its Zoom-Zoom Online

Firefox compatible

Client: Mazda
Creative Agency: Doner Advertising
Technology Vendor: Eyeblaster

With the launch of the all-new Mazda CX-9 crossover SUV, Doner Advertising developed a highly targeted online lifestyle campaign to generate awareness of the new launch. To cut through the clutter of this high-volume category of vehicles, the interactive strategy was to deliver a swift, high-impact online campaign to coincide with a multi-channel marketing effort and drive visitors to MazdaUSA.com.

While the initial creative direction emanated from Doner Advertising's broadcast television commercials, the interactive team developed a concept that would highlight the features and benefits of the all-new Mazda CX-9 beyond merely running the commercials in the banner. In addition to generating awareness, the creative team wanted to promote familiarity with the product within the ad unit. The result was an interactive rich-media unit offering multiple levels of information created by splicing and layering two national TV spots together.

Based on a clear creative vision, the Doner Interactive team worked closely with the Eyeblaster team to maximize Eyeblaster's ad technology platform's capabilities and take advantage of Eyeblaster's creativity and best-practice insights. The effective combination of interactivity and video grabs attention and holds the users' interest while informing them about the product. And then it successfully motivates viewers to visit MazdaUSA.com for more information.

The campaign far exceeded Mazda's expectations, resulting in a large volume of unique visitors to MazdaUSA.com. Moreover, the campaign traffic converted at a particularly high rate, resulting in many new Mazda owners and a healthy jumpstart for the CX-9.
-- Mario Gallardo, creative producer, Doner Advertising

Creative Showcase is meant to be a teaching tool and an inspiration for our readers. We comment only on creative that we really love. Our panelists discuss what makes it great, but if they feel there were missed opportunities that would have made it better, we invite them to mention those. And finally, we seek out a wide range of opinions that reflect the marketplace for the panel, in order to provide constructive, useable feedback for agencies, clients and others involved in these creative pieces.

Good for Mazda for embracing the video format in an online ad. Cars, in particular, are a high-bandwidth sell and auto-playing the video certainly draws the eye. Mazda takes it a step further by running a lifestyle-oriented clip here. It's an ambitious approach but one that tests the limits of what an online ad can do at this size. This DVD approach to an interactive video experience is now well-established and requires some careful asset planning. Putting a TV commercial in an ad unit feels a bit anachronistic these days. Though it's a charming concept, the details and story of the video get lost in this modest format. With such a generous investment in bandwidth, I would have liked some richer photography or deeper interaction. It's an intriguing car that invites a closer look.
-- Chad Currie, creative director, T3

When I first viewed the Mazda banner ad, I had the moment marketers' want all their audiences to have in an integrated campaign: "Ah, I remember that ad!" I had already seen it on TV and recognized it. For those who perhaps didn't see it elsewhere, the ad translates nicely to the web.
 
Dubbed "The Scramble," the ad used in this well-integrated campaign relies on the classic Chinese Fire Drill (no offense intended). The ad is clever and fun with a clear target audience -- families -- and an even clearer message about the product benefits: plenty of easy-to-use room. And the fact that it's so fun would make any parent feel like a kid again. Perfect video execution for the Zoom-Zoom brand.
 
We've seen banner ads with video way outperform other rich media tactics, so I expect that this ad performed well. Yet, a few minor usability issues could possibly stand in its way. The video relies heavily on the sound, and by the time I found the sound button, the ad was half over, so I replayed it and scrambled to hit the sound button in time.
 
The instructions on the side of the video referencing other clips were puzzling until I made it to the end of the video, or randomly clicked "skip intro." (For more novice users, a simple "more videos" link may have done the trick.) It reminded me that, just like on a website, more time spent with an ad isn't always better. If the user is spending that time trying to figure out how the ad works, it could be a disconnect.
 
I would have loved to see the fun and simplicity of the car come to life stronger in the actual banner interaction. Still, good product, good benefits and strong video make for a solid performance.
-- Kate Tomlinson, client services director, Ripple Effects Interactive