Mazda goes covert

The car co has launched a digital campaign featuring undercover German engineers aimed at reframing how consumers think about the brand.

Mazda is going covert with a new online campaign aimed at encouraging its target demo of adults aged 25 to 54 to think about the entire line of cars in a more fun light rather than simply as efficient Japanese vehicles.

With media by Excelerator Media (part of Mindshare Canada) and creative by JWT, the digital campaign features a German engineer from a rival car manufacturer who is trying to infiltrate Mazda technology, all while being filmed for webisodes of their exploits, Paula Carolan, managing director, client leadership, Excelerator Media, tells MiC.

The German engineers, named Wolfgang for the English spots and Dieter for the French ads will have teaser videos on sites represented by BrightRoll in English, ValueClick and Adconion in the French markets with YouTube and Facebook  spots in both markets.

Consumers won’t be able to see the full spots from the engineers unless they go directly to their Facebook or YouTube pages, says Carolan, part of Mazda’s plan to encourage social sharing of its new content which will be online until the end of the year. The characters are passionate about the German cars they engineer, but are also unable to hide their frustration as they learn more about the Mazda line, she adds.

“Our strategy with this, because it isn’t going mass at all, is to craft a media plan that mirrors the clandestine world of espionage,” she says. “We are trying to develop the social sharing aspect. The social media landscape provided the perfect forum for the development of the message via the voice of the characters Deutscher Auto Verein agents Wolfgang and Dieter.”