The campaign, which is set to run until the end of the year, uses TV, print and PR to position the car as a fun alternative to its Japanese rivals. “In the Philippines, Toyota has a reputation for reliability, while Honda is known for innovation,” noted Jev Ramos, Campaigns & Grey’s senior vice-president of business development.
“Mazda positions itself on the global ‘Zoom zoom’ platform — the exhilaration of motion. We’ve translated that strategy locally to push the Mazda 3 as a car that oozes excitement and pleasure, targeting buyers who are looking for a sportier option.”
Mazda has had problems building a consistent brand image in the Philippines. The company entered the market in the early 1990s, but retreated at the end of the decade following a dispute with local distributors. It re-entered in 2003, with a new owner, Ford — which is when Campaigns & Grey won the business, taking the account from Ogilvy.
“Mazda came back into the Philippines market stronger,” said Ramos. “But the suspicion that the brand will be orphaned again has lingered. Now, trust in the brand is slowly but surely strengthening.”
The Mazda 3 TV campaign was shot in the Philippines by director Adrian Calumpang. A PR push, devised by Ogilvy PR, ran in support. Y&R handled direct marketing while MindShare handled media planning and buying.
The campaign has earned favourable results so far. Phone calls to Mazda call centres have increased by 128 per cent, while footfall in dealerships is up by 38 per cent.
