Mazda Australia revives legendary zoom-zoom tagline, via CHEP Network campaign
Automotive giant Mazda Australia has brought back its iconic zoom-zoom tagline for a new era, via a fresh campaign from CHEP Network.
First brought into the international market by the Mazda Corporation in the early 2000s, Zoom-Zoom’s childlike wonder has been injected with modern energy to play into the ‘Joy of Motion’ that everyone has felt with cars.
The campaign features a 30-second brand film that shows drivers and their passengers caught up in the joy of driving within a Mazda, while also “captur[ing] the essence of the original advert of 2000”.
“We’re reinstating the essence of our brand,” said Alastair Doak, marketing director at Mazda Australia.
“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.”
National brand manager at Mazda Australia, Ashlin Moore, worked closely with CHEP to bring the campaign to life.
For Moore, the platform exemplifies everything that has provided the car brand with the staying power it has.
“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 said.
Apart from the film, the modern Zoom-Zoom campaign leverages social activations, out of home (OOH) and at-home channels so Australian audiences can take advantage of a more experiential launch.
Overall, the campaign is officially live at Mazda dealerships nationwide and across digital, TV and OOH platforms.
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.”
MAZDA ZOOM-ZOOM CREDIT LIST
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
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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