Mazda Australia is bringing back its legacy Zoom-Zoom tagline in a new campaign via the auto brand‘s longstanding agency partner, CHEP Network.
The tagline, originally launched globally by Mazda Corporation in 2004, was designed to convey the ‘emotion of motion’ many first experience as children.
The latest campaign aims to revive this concept for a modern audience, focusing on Mazda’s ‘Joy of Motion’ platform.
The brand film for the campaign draws on Mazda’s early 2000s advertisements, re-establishing Zoom-Zoom for contemporary viewers.
The campaign also features a wider interactive campaign including immersive OOH, at-home, and social activations.
Mazda Australia’s national brand Manager, Ashlin Moore, led the development of the campaign in collaboration with CHEP Network.
“This new initiative is a concentration of everything that makes Mazda unique, loved and coveted here in Australia, and it perfectly reflects the enduring mission statement that Zoom-Zoom created,” Moore stated.
Alastair Doak, Mazda Australia’s marketing director, commented on the significance of returning to the brand’s core message.
“We’re reinstating the essence of our brand,” he said.
“Ask any Australian what they associate with Mazda and it will almost certainly be Zoom-Zoom, so it made perfect sense to go back to our roots, reflect on our core purpose and celebrate the pure joy of driving we’ve always striven to deliver through each and every car we make.”
Glen Dickson, CHEP Network’s deputy chief creative officer, added: “Everyone feels the joy of motion in their own unique way. But we’re also ultimately united by it. This is the beginning of bringing Zoom-Zoom back.”
This move by Mazda aligns with broader trends in the Australian automotive industry.
According to the latest Nielsen Ad Intel and Consumer and Media View (CMV) data, the sector saw an 8% YoY increase in ad spending, reaching $690 million for FY 2024. Key contributors to this growth included automakers Toyota, Hyundai, Mitsubishi, Kia, and Nissan.
See also: Drivers start their engines: Auto sector ad spend grew 8% over last 12 months says Nielsen
Credits:
Mazda Australia
Marketing Director Alastair Doak
National Brand Manager Ashlin Moore
Senior Manager, Brand Marketing & Partnerships Sonia Krien
Brand Marketing and Partnerships Specialist Victoria Nguyen
Creative Agency: CHEP Network
Media Agency: OMD
Post Production: White Chocolate
Music Supervisor: Trailer Media
Audio: Rumble
Casting: Felicity Bryne