How Mazda leveraged a data-driven DOOH strategy to launch the new CX-70
Our challenge was to introduce the launch of the new Mazda CX-70 and position it as the ideal premium SUV. The primary goal of the campaign was to reach the right audiences and showcase the perfect SUV tailored to each of them.
This new vehicle line shares similar features to the CX-90, both in design and in technology. With this information, we were able to craft an optimized and consistent strategy to fully promote every aspect of the CX-70 launch.
We chose to use our Advanced DOOH solution deliver this campaign with data-driven precision. Our audience-based planning tool eliminated guesswork by combining powerful geo-location data with the behaviors of the target audience for new Mazda CX-70 to identify the optimal moments where they would be most receptive.
We strategically implemented media on inventory specifically selected for its high likelihood to reach individuals aged 35 to 55 from the ABC+ socioeconomic segment with a strong interest in Business, Auto Parts, Luxury Cars, Vehicles, Mazda, Vehicle Services, Vehicle Parts & Accessories, Personal Finance, Smartphones, Video Gaming, Healthy Living, Home Entertainment, and Cycling.
To maximize exposure during peak engagement times, a strategic daypart schedule from 7 AM to 10 PM was deployed.
a dual mobile integration directed traffic to the brand's website. The campaign's effectiveness was comprehensively measured through multiple studies.
quantified unique user exposure, a Foot Traffic Lift study measured increased physical visits to Mazda dealerships, and a Brand Lift Study assessed overall campaign impact and brand perception changes.
This integrated approach underscored Advanced DOOH's capability for precision buying and maximizing ROI.
The launch campaign for the Mazda CX-70, leveraging the power of Advanced DOOH, exceeded expectations by connecting with target audiences and driving positive impact on key metrics.
The Brand Lift Study revealed a 52% increase in ad recall, further demonstrating the campaign's effectiveness in embedding itself in consumers' memory.
In terms of locations, the Mazda Picacho dealership experienced the highest growth, with 2,011 additional visitors, while the Circuito Plaza Carso screen stood out with an impressive 411% increase in views.
The campaign achieved a reach of 659,000 unique users with a frequency of 8.28 and a boosted CTR of 0.40%. These results confirm the effectiveness of Advanced DOOH as a strategic tool for product launches and strengthening brand image.
37%
Increase in visits to Mazda dealerships
85%
Boost to brand image
45%
Rise in consideration for the CX-70 model
