Mazda's entry into the premium segment: Launch of the CX-60 Plug-in Hybrid

Mazda Motors has recently launched its first environmentally friendly crossover model, the Mazda CX-60 plug-in hybrid. But for Mazda, the CX-60 is more than just a new model, and it represents the automaker's entry into the premium segment and the beginning of a new era of sustainable driving experiences. With its agency team led by SYZYGY, Mazda implemented a comprehensive cross-channel campaign for the product launch of the new Mazda CX-60, which seamlessly integrates various offline and online measures and touchpoints.

The Mazda CX-60 embodies everything that Mazda has stood for over the past 100 years: great design, Japanese engineering perfection, and technological advancement. The marketing campaign for the Mazda CX-60 plug-in hybrid highlights its premium features, including its environmentally friendly plug-in hybrid drive, which allows the vehicle to cover a distance of up to 65 km purely electrically without CO2 emissions and fuel consumption.

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Under the leadership of SYZYGY, the agency team implemented a comprehensive marketing strategy that includes TV spots, display ads, social media content, print ads, dialogue measures, and various retail marketing activities. Additionally, Mazda partnered with Samsung's Brand.TV format and created the live streaming platform "Meet Mazda" to present the vehicle. Mazda also hosted "First Dates" to exclusively introduce the most loyal customers to the new Mazda model. The new model also played a role in the established YouTube format #FragMazda.

The Mazda CX-60's launch also included an experiential Mazda Experience at the Interboot in Friedrichshafen/Lake Constance, which marked the beginning of the experiential measures of the Japanese brand after the pandemic.

According to Dino Damiano, Marketing Director at Mazda Motors Germany, "Mazda CX-60 Plug-in Hybrid marks the beginning of a new and important era for Mazda, and it is another important milestone on the way to establishing itself as the alternative to German established premium brands." The integrated work between Mazda and its agency team led by SYZYGY resulted in a powerful marketing campaign that successfully positions the new Mazda CX-60 as a premium vehicle.

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Together with SYZYGY Germany, the agency partners, including Scholz & Friends Vienna, Mindshare, moccamedia, Elite Network Group, punktEins, and ProConcept, are responsible for the influential German Mazda market. With the launch of the Mazda CX-60 plug-in hybrid, Mazda has entered the premium segment and demonstrated its commitment to sustainable driving experiences while also highlighting its superior design, engineering, and technological advancements.

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