Campaign devised by Mapp Media and Mindshare UK to promote latest Mazda
November 18th 2013. A new series of geo-targeted mobile ads, promoting Mazda’s latest range of cars (New Mazda 6 and CX-5), will be running on a popular community based navigation app. The first in the UK to use this type of location based advertising so that they are delivered only when the user is in the vicinity of a car dealership. The deal, devised by Mapp Media and Mindshare UK, the media buying agency for Mazda, is a first for this kind of mobile, geo-targeted ad in the UK. The sophistication of mobile advertising means that Mazda can now target drivers using mobiles to direct them straight to their dealerships, and in some cases, away from the competition.
“It has been great working with Mapp Media on this campaign and we are confident that this campaign for Mazda will, by using user location data, further demonstrate the power of mobile advertising,” said Claudia Littleboy, account director, Mindshare UK.
There will be two executions: – the first being branded pins highlighting the dealerships that are close to the user’s route – these can be clicked on to discover further information about specific Mazda models.
The second captivates the user with a rich media takeover which appears when they have stopped their vehicle within a certain radius of a dealership.
This ad unit has further call to action options, including calling the dealership from their smartphone or adding the location to their current route to visit the showroom and take a test drive.
This campaign highlights the increased role that mobile advertising is taking in the overall marketing mix and the greater budget that is being afforded within the media buying process.
This form of creativity and targeting is only available with mobile advertising and consumer brands such as Mazda are using premium mobile platforms to creatively and intelligently target users based on their profiles, lifestyles and location.
“This is another great campaign and we love working on the more innovative and engaging solutions like this,” said Nathan Warner, director at Mapp Media.
“Representing premium mobile platforms allows us to work with the creative and media buying agencies to develop innovative and effective mobile advertising solutions for their clients.”
“Being at the heart of the sector, we can really see the growth of mobile advertising, campaigns are becoming more sophisticated as the industry starts to learn about and push the boundaries of how brands can interact with mobile users.”
“We are here to bring them together and it’s an exciting time for us and the industry.”
The Mazda campaign started nationwide in early November  and will initially run until the end of the month.
About Mapp Media
Mapp Media collaborates with advertisers to deliver innovative and effective multi-device solutions through our exclusive partnerships with highly engaging platforms. Striving for engagement and not just eyeballs and replacing automated algorithms with creative consultation, Mapp Media achieves excellent results from high-quality advertising. Mapp Media represents many of the leading platforms, including MapMyFitness, TuneIn, Fanatix, and Waze and has delivered campaigns for household name advertisers, including Google, Unilever, Adidas, Lucozade, Sky, Mazda and all the leading agencies.
Founded in 1997 Mindshare was set up to pioneer and innovate in order to give its clients a competitive advantage. In the intervening decade, it has been the world’s fastest-growing media agency – and it has witnessed a true communications revolution. Traditional notions of what marketing agencies can do have been ripped up and the lines between digital, creative, media, direct and consultancy have blurred. Both for right now and for the future the company’s ambition is to lead the definition of what a media agency can do and should do. It believes it exists to solve its clients’ communications problems and to deliver results. In a rapidly changing environment, its role is to make the complex simple – whether through advanced analytics and strategy, elegant creative solutions or highly efficient media investment.