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National awareness for a worldwide innovation
Mazda Switzerland

Mazda’s Skyactiv-X engine combines the advantages of a petrol and diesel engine. In order to promote this worldwide innovation, we designed a national, cross-media campaign. The campaign raised a lot of awareness and was a great success.

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Highly impressive results

2.6 million

matches in remarketing
>20,000

e-mail clicks
1 in 10

e-mail openers visited the landing page

Our approach

The national campaign for the Skyactiv-X engine was made up of two phases. Firstly, display advertising and personalized e-mails helped raise awareness of the Skyactiv-X technology. First respondents and interested parties were identified.

In the second phase, people who had viewed the advertising or visited the landing page were contacted by e-mail or Facebook. Following this, the CX-30 model with Skyactiv-X technology was presented to respondents via multiple channels. The central element of the personalized dialogue in this phase was an addressed mailing with the offer to test drive the new Mazda SUV.

We supported Mazda across different channels and phases with the following measures:

Awareness

Those who received an e-mail visited the landing page.
Implementing tags on the landing page for remarketing by display and e-mail.
Showing display banners according to target group definition.

Remarketing

Sending remarketing e-mails to people who viewed display ads during the awareness phase.
Sending remarketing e-mails to people who visited the Mazda landing page during the awareness phase.
Everyone who responded to previously sent e-mails and visited the landing page was contacted again via social media.
A custom audience was made out of the people who responded on social media. They were shown targeted Facebook ads to raise awareness of the Mazda CX-30.
Display remarketing was shown to everyone who clicked on e-mails or visited the landing page without yet booking a test drive.
All those who responded to e-mail marketing and visited the landing page were targeted personally using 1:1 dialogue via an addressed mailing.

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Thanks to a large-scale, cross-channel advertising campaign, Mazda repeatedly reached a wide audience at various touchpoints (e-mail, website, display, social media, addressed physical mailing). This generated a high level of response from potential customers.
360° Cross-Channel Solutions department, Post CH Ltd