Goals and objectives
Mazda aimed to position its all-new midsize SUV, the CX-70, as a premium offering in the competitive luxury vehicle segment. To differentiate the brand, the campaign leaned into the Japanese philosophy of Omotenashi—a core Mazda value centered on thoughtful hospitality and care without expectation of return. This guiding principle is embedded in every aspect of Mazda’s operations, from vehicle design to customer service.
The campaign’s objective was to elevate brand awareness and forge an emotional connection with an affluent, experience-driven audience. By combining premium content, real-life activations, and partnerships with renowned chefs who embody Omotenashi, Mazda sought to create a compelling narrative that would resonate with discerning consumers and reinforce its commitment to craftsmanship and hospitality.
Surprising Insights
The campaign reached beyond its intended demographic, resonating with unexpected audience segments such as retirees and college students. Insights revealed that individuals interested in moving or relocating showed higher engagement, suggesting that new lifestyle phases often coincide with vehicle purchases.
Additionally, country music enthusiasts demonstrated a notably high CTR, indicating that lifestyle-aligned content on DDM platforms has broad appeal. These findings suggest that future campaigns may benefit from exploring adjacent lifestyle interests to further expand reach and relevance.