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    Mazda Retires Zoom-Zoom, Introduces Driving Matters As New Tagline


    • Mazda's New Tagline Are for the Drivers


    For the decade and a half, the 'Zoom-Zoom' tagline instantly conjures up Mazda. But there's one problem with it; everyone has their own interpretation of it. Mazda hopes to rectify it with the introduction a new marketing campaign in the U.S. with the tagline of 'Driving Matters'.

    "When we go into a focus group, we do a first opening statement. 'When I say Mazda, what do you think of?' Nine times out of 10 they say 'Zoom Zoom,'" he added, banging a table for emphasis. "Then I'll ask them to explain to me what 'Zoom Zoom' means, and I'll get 6 or 7 different answers. That's what Driving Matters is supposed to address. It's supposed to solidify what 'Zoom Zoom' means to people," aid Russell Wager, vice president of U.S. marketing at Mazda.

    Now Zoom-Zoom will not fully go away. The automaker plans to have 'Zoom-Zoom' in small print in some of the ads.

    The first ad, called 'A Drivers Life' which shows a man's life arc through various Mazdas - starting with the first MX-5 Miata and goes through Mazda's current lineup ending with new MX-5.



    Source: Automotive News (Subscription Required), Mazda

    Press Release is on Page 2



    Mazda Launches All-New Advertising Campaign, “Driving Matters”
    • New Campaign Communicates How the Joy of Driving Can Enhance Your Life

    IRVINE, Calif. (May 21, 2015) – The Oxford Dictionary defines “driving” as, “operating and controlling the direction and speed of a motor vehicle.” Mazda believes that driving is more than a definition. Driving is an experience that can enhance your life. To better illustrate how every Mazda vehicle embodies why “Driving Matters,” today Mazda North American Operations (MNAO) is rolling out a new advertising campaign.


    Driving Matters is an evolution of the Game Changers campaign. With Game Changers, Mazda succeeded in increasing consumer awareness of the functional attributes of our vehicles. Driving Matters will extend the message by creating an emotional connection to the brand.

    “Through the Driving Matters campaign, consumers will get a glimpse at why driving matters so much to Mazda and why we obsess over every detail in designing our cars,” said Russell Wager, vice president of marketing, MNAO. “Whether it’s for safety purposes or for maintaining our ‘fun to drive’ nature, it all comes down to the fact that driving matters to our customers and it matters to us.”

    Mazda’s all-new Driving Matters campaign will showcase various aspects of what makes the driving experience so important. Through Mazda’s advance technologies and design, the campaign will dive into the importance of vehicle safety, good-looks, fuel efficiency and the fun-to- drive personality of Mazda cars. The engineering and design that goes behind each car in Mazda’s lineup epitomizes the enhancement driving has on a person’s life.

    The campaign will launch with “A Driver’s Life,” which chronicles the major moments and life stages in a driver’s life, like getting a license and buying your first car, through raising a family and obtaining your “reward” car. The spot will feature multiple 2016 models but the aim is to celebrate driving and the core values of Mazda customers. The campaign will launch on Friday May 22nd in cinema and television with a mixture of a :60 and :30 second ads. It will be supported digitally and on our social channels.

    “Mazda makes cars for people who take pleasure in driving, and “Driving Matters” perfectly aligns with that philosophy. Through our creative process, it became evident that Mazda’s inspiration for pure driving enjoyment is something that relates to the typical car buyer,” said Harvey Marco, creative director, Garage Team Mazda.

    Mazda’s long-running Zoom-Zoom tagline will continue to be a part of the brand’s DNA. Since its inception in 2000, Zoom-Zoom has come to symbolize what a Mazda stands for – stylish, insightful and spirited – and the Driving Matters campaign will communicate the company’s core belief in the joy of driving and illustrate the emotional enhancement driving has on our lives in everyday situations.

    Mazda will deliver the new advertising message via in-cinema, television, print, out-of home and digital media.

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    Its about time.

    This zoom zoom stuff was childish.

    Effective...very effective. But childish.

    I think "Driving Matters" is a more mature evolution. It also solidifies Mazda's hard earned reputation to build fun cars...because in their corporate philosophy...it really is true....Driving does matter to Mazda...and I hope they continue to produce fun to drive vehicles.

    I am not a big fan of Mazda...but I respect the company a whole lot.

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    Zoom-Zoom is brand equity and Mazda is tossing it away.  Who cares that people give different answers?!... they all know it means Mazda!

     

    Even Avalons handle well now, so it's not like there is a drastic difference between an Avalon and a Mazda 6 in terms of drivability.

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    I may agree with your

     

    Zoom-Zoom is brand equity and Mazda is tossing it away.  Who cares that people give different answers?!... they all know it means Mazda!

     

    Even Avalons handle well now, so it's not like there is a drastic difference between an Avalon and a Mazda 6 in terms of drivability.

    I may agree with you that brand equity means a whole lot...especially catchy phrases like Zoom Zoom...

    But...I still feel like Zoom Zoom is childish.

    I owned a 2009 Mazda 3. Wife's car. Superb little car it was though. Fun to drive...yada yada yada...as a 40 year old driving it..knowing that Zoom Zomm was on many people's minds when seeing it...I did not feel comfortable with that image. I aint an irresponsible teenager going "Zoom Zoom" with that car. 

     

    All good things come to an end...I think it is time for Zoom Zoom to grow up.

    Unlike BMW with their brand equity tag...Ultimate Driving Machine...for me...this is a welcomed change.

    Yes...BMW did make a mistake for letting go of that tag line....but they also let go of their corporate philosophy of making ultimate driving machines in the process. I dont think this is the case with Mazda.

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    I didn't really like the Zoom Zoom thing so it's good to see that they have gone with something else and while it might not be as catch as Zoom Zoom, they new slogan certainly hits you harder.

     

    The new ad was pretty well done too, I liked it.

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    I would take the childish Zoom Zoom over the stupid SkyActive which really told you nothing or explained to me nothing about what it was. Driving matters is good but I honestly do not think it will stick like Zoom Zoom and having a kid whisper Zoom Zoom during the ad.

     

    Olds I think that is why you relate it to children is the kids voice they use with it when they say "Zoom Zoom"

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    I would take the childish Zoom Zoom over the stupid SkyActive which really told you nothing or explained to me nothing about what it was. Driving matters is good but I honestly do not think it will stick like Zoom Zoom and having a kid whisper Zoom Zoom during the ad.

     

     

    I agree with your assumption of SkyActive.

    Pure jibberish.

     

     

    Olds I think that is why you relate it to children is the kids voice they use with it when they say "Zoom Zoom"

    Yes. That is a big part of it.

    It doesnt help when my son plays with his little hot wheels cars, he actually does say zoom zoom.

    Heck...when I was a little kid...I used to go zoom zoom.

    It also does not help when I see young punks in Mazda3 Speeds going zoom zoom past me...zooming in and out of  traffic.

     

    I still like Mazda cars though.

     

    What I did NOT like...was a decade earlier, those same style young punks were driving Honda Civics the same way. With their baseball caps on the side. That peeved me off so bad...and I was younger then...late 20s and early 30s....those young punks killed my respect for Acura Integras and Honda Civics...Just now...Im starting to garner some interest in Acura Integras.

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    That's an amazing ad! I love it.

     

    That's everything that Mazda is about. Driving fun, and fun driving for a long time.

     

    that's four thumbs up from me! 

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    Love the new ad! The zoom zoom slogan was a good one to be honest. It got you thinking about what it means and that is a very important thing for a slogan. I will miss it though, but hopefully this one will be better. It certainly looks that way.

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    I think Mazda needed something to refresh and reinvigorate their image.  They have some of the best cars in their segments, but no one seems to be buying them.  I think that generally comes down to a lack of being in the public consciousness.  Many people forget about Mazda or don't really know what they're all about.  They need to get those messages across better somehow.

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