General News
4 September, 2024
Mazda is ‘zoom zoom’ again
ONE of the most celebrated automotive taglines ever created is about to make a comeback for 2024, as Mazda Australia releases a new spin on its iconic ‘zoom-zoom’ brand mantra.
Mazda Australia’s national brand manager Ashlin Moore said headlining the roll-out was a new brand film that captured the essence of the original advert of 2000, and “re-establishes zoom-zoom for the contemporary era, evoking the universal ‘joy of motion’ that we’ve all shared with cars”.
“Reviving the signature ‘zoom-zoom’ whisper, the 30 second film references the simple happiness delivered by the emotion of motion, the excitement of youthful independence and the purity of family connection,” she said.
“A wider interactive campaign that introduces immersive out-of-home, at home and social activations will also encourage Australians to actively experience zoom-zoom in their own way as part of the launch.”
Ms Moore said the mantra was first established by the Mazda Corporation globally in 2004. It communicated the ‘emotion of motion’ first experienced as a child, and instantly captured the hearts of Australians at a pivotal time for the Mazda brand locally.
“It underlined the driver-focused DNA that was a core characteristic common to the all-new and game-changing models Mazda was introducing in the era, from the Mazda6, Mazda3 and Mazda2 as well as instant icons such as the RX-8 and MX-5 (NB),” she said.
“These models, and the overarching philosophy, contributed to a significant rise in sales for the brand to ultimately take it to number two position in the market – a spot Mazda Australia has retained for at least a decade.
“Now, zoom-zoom aligns with the brand’s aim to enrich life in motion, and is a call to participate and to take back the pure emotion of driving.
“This philosophy is central to Mazda Australia’s 2024 model range, with Mazda Australia offering one of the broadest, most diverse lineups of any automotive brand locally, ranging from eight SUVs that span the small, medium and large segments, through to sedans, wagons, hatchbacks, utes, sports cars, small cars and hybrids. In total, 13 different Mazda models will be available as of this year, and, regardless of the model chosen, every Mazda emphatically delivers a zoom-zoom driving and ownership experience.”
Marketing director Alastair Doak said “we’re reinstating the essence of our brand”.
He said it made perfect sense to celebrate the joy of driving.
