Mazda’s VP of Marketing Russell Wager: “The First Stage of our Hispanic Campaign will be in Japanese.”

In an effort to reach Hispanic consumers that align directly with the Mazda brand goals, Mazda, for the first time, is investing in an all-new marketing campaign tailored to the Hispanic market that will launch this week. Mazda is the second major automotive company, Chrysler being the other one,  that has announced a Hispanic specific campaign in the last month. Portada interviewed Mazda’s VP  of marketing, Russell Wager to discuss this new outreach of  the Japanese automaker.

Mazda's new campaign is an extension of the Driving Matters general market campaign and will utilize partnerships with influential Hispanic media outlets, including Telemundo and Univision to amplify the message. Through the partnerships, each outlet will offer unique creative components tailored to their specific audience. The campaign and creative was developed in collaboration with Mazda’s fully integrated and dedicated WPP team agency, Garage Team Mazda in partnership with WPP’s multi-cultural marketing communications network, The Bravo Group.

Portada interviewed Mazda’s vice president of marketing, Russell Wager (photo) on the campaign:

Portada: Why do you think that a Japanese identity is a big plus to reach the Hispanic community?
R.W: "Our research revealed that Hispanics have an affinity for Japanese products, which they view as generally coming from brands that are trustworthy, dependable, skillful and above all, well-made.  The campaign, an extension of the Driving Matters general market campaign, is aimed at emphasizing Mazda’s heritage and core values that are relevant to Hispanics that love to drive and value quality and craftsmanship."

Portada: Which are the key attributes of a Mazda buyer?
R.W: "The key attributes of the Mazda buyer are that they love to drive; appreciate distinctive styling and performance.  Our target Hispanic consumer shares that attributes but also adds being hyper digital and social."

Portada: Where are the 12 million Hispanics that meet the key attributes of Mazda buyers located?
R.W: "Hispanics automotive customers are spread throughout the whole country but concentrated in Los Angeles, Miami, New York and Chicago."

Portada: We understand Bravo is the creative agency, what other agencies does Mazda work with?
R.W: "The campaign and creative was developed in collaboration with Mazda’s fully integrated and dedicated WPP team agency, Garage Team Mazda."

Our research revealed that Hispanics have an affinity for Japanese products.

Portada: Which media (properties) are being used in the outreach.
R.W: "The ads will be shown across social platforms including Facebook and Instagram, and will be on partner sites including Telemundo and Univision. They will also be posted to the Mazda YouTube channel. We continue to explore other options for this campaign."

Portada: When does the campaign end?
R.W: "The campaign will start on July 9 and will be an on-going effort.  The current creative is schedule to run for the reminder of the year."

Portada: What language is being used?
R.W: "The series will kick off on July 9 with a short “disruption” phase that will be in Japanese only. This disruption is designed to grab attention in the crowded digital world, and encourage consumers to want to learn more.  Following the disruption phase the campaign will be in Spanish with Japanese characters that continue to build through three phases, each focusing on the key Mazda brand philosophies: Passion (KODO—Soul of Motion design), Harmony (Jinba Ittai driving dynamics) and Perseverance (Hiroshima Challenger Spirit)."

Hispanics automotive customers are spread throughout the whole country but concentrated in Los Angeles, Miami, New York and Chicago.

Portada: How does the campaign embed in Mazdas overall U.S Marketing?
R.W: "The new campaign is an extension of the Driving Matters general market campaign and is aimed at emphasizing Mazda’s core values that are relevant to Hispanics that love to drive and value quality and craftsmanship. Mazda has advertised to the Hispanic community in the past, but this is the first fully dedicated, insights-driven Hispanic campaign, seeking to link common attributes shared between the Hispanic community and the brand’s core values."

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