Insight Innovation eXchange Europe, February 2017

System1 Driven Brand Insights

Christian Ohm, Mazda Motor Europe Head of Consumer & Market Intelligence Europe

Kathrin Posnanski, BrainJuicer Germany Country Director Germany

MAZDA – KEY FACTS

• 5th biggest Japanese car manufacturer with Challenger Brand mentality

• FY2016 Global Performance best ever with 1,534 million vehicles sold, best in 96-year history

• One of Europe‘s fastest growing carmaker with 12% YOY increase to 240.000 vehicles in 2016, outpacing overall market growth

• Fourth-straight year of double-digit growth in Europe

• Fun-to-drive, fuel efficient (Skyactiv Technology) and strikingly beautiful line-up (KODO Design) key to commercial success

MAZDA – PRODUCT LINE-UP

MAZDA – OUR BRAND JOURNEY

PREMIUM

DISTINCTIVE

MAZDA – MOTOR SHOW AND DEALERSHIP

MAZDA – LIFESTYLE EVENTS

MAZDA – LIFESTYLE EVENTS STRONG PRODUCT PERCEPTION

WEAK BRAND PERCEPTION

7

FRAGMENTATION LEADS TO A WEAK BRAND

DEFINITION

OF ONE

VOICE FOR

THE BRAND

This image includes the images that Mazda is not authorized to use. Therefore, copying, reprinting, releasing of the image in an outside company and opening to the public is forbidden as they depart from "the scope of not damaging the interest of the right holder"

CO-CREATION APPROACH

BUILT AROUND OUR TARGET CUSTOMERS

EVERYTHING WE DO NEEDS TO LEAD UP TO THIS

MOMENTS OF TRUTH

It makes me smile as much now as it did when I bought it

“I still love those little moments when you feel that you’re driving”

“It makes me smile as much now as it did when I bought it” “I just love it when

people look at my car and say ‘wow, that’s a Mazda?”

It makes me smile as much now as it did when I bought it

“Mazda is not a cheap Asian car

anymore, it’s premium now”

The oneness and emotional connection achieved when car and driver are in perfect

harmony

MAZDA – MX-5 RF VIDEO

DRIVE TOGETHER: MORE THAN AN AD CAMPAIGN

INSIGHTS FROM OLD TRACKING NOT SUFFICIENT TO STEER BRAND

1. TOO SLOW; REAR VIEW 2. NOT REALLY ACTIONABLE 3. NOT SUFFICIENT COVERAGE

OF FEELINGS & EMOTIONS 4. OUTDATED 5. BORING FOR

RESPONDENTS 6. TOO STATIC; NOT FLEXIBLE 7. PROVIDING MORE

QUESTIONS THAN ANSWERS

1. FAST & ACTIONABLE 2. COVER EMOTIONS RIGHTLY 3. SIMPLIFIED; ENGAGING 4. MODULAR & FLEXIBLE 5. ADAPT LATEST MR

THINKING 6. FORWARD FOCUSED ;

PREDICTIVE 7. STRATEGIC & TACTICAL 8. NEED MORE QUALITATIVE

FEEDBACK

MAZDA & BRAINJUICER | A STRONG PARTNERSHIP

BRAND GROWTH - THE PHILOSOPHY BEHIND

FAME If a brand comes readily

to mind, it must be a good choice

Reflects current

brand share

FEELING If I feel good about a brand, it must be a

good choice

Predicts future brand share

FLUENCY If I recognise a brand quickly, it must be a

good choice

Gives you the toolkit to build brand share

BRAND INSIGHTS - THE BRAINJUICER METHODOLOGY

FAME % of a broad category

sample mentioning the brand in choice context

under time pressure

FEELING

FLUENCY Extent to which a

brand’s assets are felt to be distinctive, under

time pressure (-3seconds)

90 30 50 70

BRAND INSIGHTS - THE BRAINJUICER METHODOLOGY

Not at all famous in this category. Very low market share.

Low levels of fame in the category. Low market share.

Solid, familiar brand to anyone buying the category, but not an obvious choice for many people.

Strong brand with strong share, that most people would be happy using.

A famous brand that is for most people the most obvious choice. High market share.

Glo

bal

Tra

ckin

g N

orm

Bra

nd

P

erf

orm

an

ce

Current

Future

Core Research: Continuous Weekly

Tracking

Fame, Feeling & Fluency

Classical KPIs

Marketing Recognition

IAT (True

Implicit)

Brand Deep Dive

Model Deep Dive

Brand Story-teller

DAT (Distinc-

tive Assets

Cam-paign Post

Testing

MAZDA BRAND INSIGHTS PROGRAM DESIGN

MAZDA – PRODUCT LINE-UP “Things are not difficult to accomplish. What is

difficult is to prepare ourselves to do them”

Constantin Brâncuși

THANK YOU.