Mazda Australia has introduced a unique advertising approach for the updated CX-5 compact SUV. The new campaign, titled “It’s Kind of a Big Deal,” uses an original song to highlight the redesigned vehicle’s features, aiming to capture attention across multiple media platforms.
Musical Campaign Highlights CX-5 Updates
The campaign centers on a TV commercial called “The Mountaintop,” showing the CX-5 climbing Tasmania’s Mount Wellington. A choir made up of Mazda designers, engineers, and owners sings praise for the vehicle. The song focuses on the CX-5’s new styling, enhanced technology, and roomier interior.
Key Messages from the Campaign
- Redesigned exterior with refined, sculpted looks
- Updated touchscreen and in-car technology
- Increased interior space for passengers and cargo
- Strong status as one of Australia’s top-selling SUVs
Creative Team’s Approach
Amy Weston, executive creative director at Clemenger BBDO, explained that the campaign’s goal was to be memorable. Using a choir of people closely connected to the CX-5 to sing its praises was chosen to strongly connect with audiences. The team behind the campaign found the song so catchy that it stayed with them long after filming.
Why It Matters
This musical campaign is a fresh marketing move for Mazda, aiming to set the redesigned CX-5 apart in a competitive compact SUV market. The approach focuses on highlighting upgrades while celebrating the model’s success in Australia, potentially boosting customer interest and sales.
Source: autonews.com