MAZDA CELEBRATES THE JOY OF ZOOM-ZOOM
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.
Headlining the rollout is an all-new brand film that captures 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.
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.
First established by the Mazda Corporation globally in 2004, Zoom-Zoom clearly 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).
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.
Ashlin Moore, Mazda Australia’s National Brand Manager, led the campaign’s development in close collaboration with Mazda’s longstanding agency partner, 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,” she commented.
Marketing Director, Alastair Doak, added: “We’re reinstating the essence of our brand. 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.”
Zoom-Zoom is now live across multiple platforms including TV, digital, OOH and at Mazda dealerships across Australia.
