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Mazda’s ‘Jinba Ittai’ Auto Show Presence Like Its Cars

Mazda North American Operations hired experiential marketing agency George P. Johnson in Torrance to redesign its auto show booths for the upcoming season, which kicks off in October at the Anaheim Convention Center.

The Irvine-based automaker, “in a continuing effort to define a more mature Mazda brand,” wants to “better engage prospective customers in the car research and purchasing-decision phase.” Booths will feature several Mazda models surrounded by “dynamic architectural design, intimate engagements and compelling media content,” the company said.

“Customers today are more leery of traditional marketing messages, providing an opportunity for savvy brands to find new ways to connect with their customers,” Vice President of Marketing Russell Wager said in a statement. “We’ve found that as people see, sit in and drive Mazda vehicles, they are more likely to choose Mazda over our competitors. The auto show experience allows an important opportunity for Mazda to connect directly with customers in an integrated approach—aligning our efforts across every customer touch point, in a seamless way.”

Mazda’s auto show lineup will include its new MX-5 Miata and CX-9. Ads for the models promote the idea of harmony between the car and the driver. They refer to the Kamakura period in Japan when mounted archers believed they had to achieve unity with their horses in order to excel at the task—what’s known as the “jinba ittai” concept, which the automaker has tried to emulate via its design and engineering to “ensure the best driving experience.”

The print ads are running in major publications, including Condé Nast Traveler.

Ad Jam

InnoceanUSA in Huntington Beach plans to compete in the Ad Jam, a battle-of-the-bands event hosted by ThinkLA on Sept. 22 at The Novo in Los Angeles. The advertising agency of record for Fountain Valley-based Hyundai Motor America Inc. and Genesis Motors USA is sending “HB Riots,” comprised of Creative Director Lon Davis, Director of Marketing Analytics Tommy Yoshihara, Vice President and Strategy Director Kathleen Kindle, Senior Digital Producer Nyaze Vincent, Digital Account Executive Angel Garcia, Senior Account Executive Nick Corotan, Associate Creative Director Kirt Gentry, David Perricone in IT support and intern Kylie Toney, who together will perform the “Lonely Boy” song by The Black Keys.

Its sister agency, Canvas Worldwide LLC in Playa Vista, which represents Hyundai, Genesis and Irvine-based Kia Motors America Inc. for media buying, also will compete. Its eight-member “Blank Canvas” band will perform a version of Amy Winehouse’s song “Valerie.”

“With Canvas Worldwide being a brand-new agency, Ad Jam offers an incredible opportunity to learn about your co-workers and see them in a different light—you discover the accountant making sure the invoices get paid on time is also an incredibly talented sax player or that the local media buyer has a beautiful voice,” said Canvas’ managing partner and chief strategy officer, Mark Brown, who recently served as senior vice president and communications planning director at Garage Team Mazda in Costa Mesa. “Plus, the thrill of getting up on stage at Club Novo and playing in front of 1,000 or more of your industry peers is unreal. I can only hope it is as much fun for the audience as it is for the band.”

ThinkLA is a nonprofit organization founded in 2006 as a merger of Los Angeles Advertising Agencies Association, the Ad Club of Los Angeles and the Magazine Representatives Association.

Bits & Pieces

Soberlink Healthcare LLC in Huntington Beach published “Sober Stories” on its redesigned website, in which people who battle with alcohol addiction share how the company’s technology has helped them remain sober and thereby keep their jobs, custody of their children, and build trust with loved ones. … DRIVEN Public Relations in Costa Mesa added two accounts: SCRUBBLADE, a windshield wiper blade manufacturer, and Monster Moto, producer of off-road mini bikes and go-karts. … The “12 Weeks of Summer” campaign by Logomark, a Tustin-based promotional products supplier, won the Best Supplier Self-Promotion award from Counselor Magazine.

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