{"id":502,"date":"2024-10-08T15:36:10","date_gmt":"2024-10-08T15:36:10","guid":{"rendered":"http:\/\/ispot-local.local\/?p=502"},"modified":"2025-03-31T09:35:48","modified_gmt":"2025-03-31T16:35:48","slug":"creative-outcomes-shifting-gears-the-viewers-take-on-mazdas-human-centric-memory-lane-ad","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/creative-outcomes-shifting-gears-the-viewers-take-on-mazdas-human-centric-memory-lane-ad\/","title":{"rendered":"Creative Outcomes | Shifting Gears: The Viewer\u2019s Take on Mazda\u2019s Human-Centric \u2018Memory Lane\u2019 Ad"},"content":{"rendered":"\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>In an automotive landscape where vehicles often compete on similar features, Mazda North America is steering towards a newly human-focused approach with its latest ad campaign, &#8220;Move and Be Moved.&#8221;<\/p>\n\n\n\n<p>In collaboration with VML, at the heart of this campaign is the digital :60 &#8220;Memory Lane.&#8221; The brand aims to remind consumers that a drive is more than a journey from point A to B, elevating its brand beyond mere technical specifications and features. Mazda&#8217;s goal is to create more brand demand while reducing reliance on incentives.<\/p>\n\n\n\n<p>The campaign is part of a broader media strategy that includes linear TV placements during popular sports programming and an influencer marketing campaign.<\/p>\n\n\n\n<p style=\"color:#4ac500;font-size: 24px;\"><strong>Here\u2019s what iSpot\u2019s Creative Assessment platform revealed on actual viewer response to the campaign.<\/strong><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/10\/08063654\/iSpot-Mazda-Creative-Spotlight-Template-v2.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p style=\"color:#4ac500;font-size: 24px;\"><strong>The Details:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Across the full gen pop audience, both the :30 &#8220;Choose to Be Moved&#8221; and digital :60 &#8220;Memory Lane&#8221; outperformed most non-lux auto advertising norms (past year), with the latter being a bona fide hit across the board:<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>The message came through much more distinctively in the long-form digital ad, while the visuals were the most compelling to viewers of &#8220;Choose to Be Moved.&#8221;<br \/><br \/><\/li>\n\n\n\n<li>The &#8220;Memory Lane&#8221; messaging sparked stronger consideration (51% of gen pop viewers) vs the :30 &#8220;Choose to Be Moved&#8221; (46% Top 2 Box) and category norms (44%).<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/10\/08063657\/iSpot-Mazda-v1-01.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/10\/08063700\/iSpot-Mazda-v1-02.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/10\/08063702\/iSpot-Mazda-v1-03.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>&#8220;Memory Lane&#8221; resonated very positively with auto intenders both short- and long-term, driving the higher consumer intent expressed:<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/10\/08063705\/iSpot-Mazda-v1-04.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p style=\"color:#4ac500;font-size: 24px;\"><strong>Among one-year non lux auto intenders:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Within the one-year non lux auto intender audience, &#8220;Memory Lane&#8221; sparked an even higher\u2014and impressive\u2014consideration rate of 72%, with the creative ranking in the category&#8217;s 98th-99th percentile in overall response, breakthrough (Attention and Likeability), Relevance and Watchability (despite the :60 length):<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>The spot connected quite successfully across age\/gender with the Heartfelt messaging that sparked Nostalgia among viewers in a very Authentic manner. The new approach stood out as a Change in direction for the brand\/category to intenders, ranking in the 96th percentile in this regard.<br \/><br \/><\/li>\n\n\n\n<li>Despite Mazda\u2019s message-centric storytelling, eight in ten one-year intenders successfully connected Mazda to the content (unaided).<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/10\/08063708\/iSpot-Mazda-v1-05.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Comments from one-year intenders suggest that &#8220;Memory Lane&#8221; did more than simply connect to viewers in an interesting way by still focusing on vehicle features yet standing out vs other auto ads:<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>Second-by-second trace reflects the effective storytelling with engagement rising and falling throughout the scenes; however, some stabilization occurred among male intenders in the last :15 of the spot.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/10\/08063713\/iSpot-Mazda-v1-06.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p style=\"color:#4ac500;font-size: 24px;\"><strong>One-year intenders on &#8220;Memory Lane&#8221; :60<\/strong><\/p>\n\n\n\n<p><strong>\u201cWow! What a touching car ad. I loved it. Very relatable and heartwarming. I loved the storyline. I like how they showed lots of scenes of external pictures of Mazda SUV. I liked that they discussed features of the SUV, such as engine size and turbo charge.\u201d<\/strong><br \/><em>Female 50+<\/em><\/p>\n\n\n\n<p><strong>\u201cThe scene where the kids are sitting in the car acting like they&#8217;re driving is the best part and the whole ad is amazing.\u201d<\/strong><br \/><em>Male 21-35<\/em><\/p>\n\n\n\n<p><strong>\u201cI loved the ad. I even liked the flashback to the father having a Mazda. I love how nostalgic the ad was and personal. I also love the car. It reminded me of my siblings and our memorable moments we have with each other.\u201d<\/strong><br \/><em>Female 21-35<\/em><\/p>\n\n\n\n<p><strong>\u201cThis is an entertaining and emotional ad. I loved the story of how the two brothers grew up with Mazda because of their father and have carried on his passion for the brand as adults.\u201d<\/strong><br \/><em>Male 21-35<\/em><\/p>\n\n\n\n<p><strong>\u201cReally cool car commercial. First one I&#8217;ve ever seen like that. Keep up the work, it&#8217;s really good. I thought it was awesome. It&#8217;s inspiring too.\u201d<\/strong><br \/><em>Male 50+<\/em>\u00a0<\/p>\n\n\n\n<p><strong>\u201cI like that the ad didn&#8217;t just show the car driving around. It was a family-friendly ad and had a nice back story.\u201d<\/strong><br \/><em>Female 36-49<\/em><\/p>\n\n\n\n<p><strong>\u201cI really like the ad. Mazda isn&#8217;t a brand I&#8217;d normally consider, but I like the vehicle in this ad very much.\u201d<\/strong><br \/><em>Male 50+<\/em><\/p>\n\n\n\n<p><strong>\u201cIt was quite a touching commercial that also managed to showcase the positive attributes of the car.\u201d<\/strong><br \/><em>Female 36-49<\/em><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Mazda\u2019s :30 &#8220;Choose to Be Moved&#8221; performed at norm among one-year intenders, and sparked intent within norm range as well, suggesting the :60 &#8220;Memory Lane&#8221; be considered for rotation into media plans to optimize the brand\u2019s business outcomes:<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>Mazda can also test a shorter cut of the :60 to determine if budgets could be optimized without sacrificing too much of the connections made and the consideration sparked by the full narrative.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/10\/08063716\/iSpot-Mazda-v1-07.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/10\/08063719\/iSpot-Mazda-v1-08.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The emotional link of the joy of driving with the joy of living was a particularly good choice during an election season. In an American environment of heightened disagreement and separation, &#8220;Memory Lane&#8221; easily found a positive audience among intenders across political party:<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>As such, this creative is suitable for broad programming with little risk.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/10\/08063722\/iSpot-Mazda-v1-09.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>&#8220;Memory Lane&#8221; appealed more successfully across income levels while the :30 &#8220;Choose to Be Moved&#8221; seemed to land more positively as intender income rose, suggesting targeting opportunities ($75K+) for this spot if desired:<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/10\/08063724\/iSpot-Mazda-v1-10.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>&#8220;Memory Lane&#8221; ranks third among non-lux auto ads of the past year in overall response among one-year intenders, just behind a Dodge and Jeep spot:<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>The purchase\/visit intent sparked by the Mazda :60 also fell within range of these top performers.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/10\/08063726\/iSpot-Mazda-v1-11.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2024\/10\/08063729\/iSpot-Mazda-v1-12.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Ineffective creative, even if delivered to the right audience, results in missed opportunity and performance shortfalls. Great creative delivered poorly also results in failed campaigns.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.ispot.tv\/demo\">Schedule a demo<\/a> to find out how your brand can partner with iSpot to quickly solve both challenges simultaneously, delivering high-performing creative while boosting the effectiveness of planning and in-market execution to achieve\u2014and outperform\u2014campaign objectives.<\/p>\n\n\n\n<p style=\"font-size:12px;\"><i>Creative Agency: VML<\/i><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In an automotive landscape where vehicles often compete on similar features, Mazda North America is steering towards a newly human-focused approach with its latest ad campaign, &#8220;Move and Be Moved.&#8221; In collaboration with VML, at the heart of this campaign is the digital :60 &#8220;Memory Lane.&#8221; The brand aims to remind consumers that a drive&#8230; Read More<\/p>\n","protected":false},"author":26,"featured_media":24792,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"tags":[497],"ispot_product_categories":[],"acf":{"expiration_date":""},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/502"}],"collection":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/comments?post=502"}],"version-history":[{"count":9,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/502\/revisions"}],"predecessor-version":[{"id":24802,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/502\/revisions\/24802"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media\/24792"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=502"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=502"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=502"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=502"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}