Fairfax Media Case Study: Fairfax Metro Mazda MX-5
Mazda MX-5 Good Weekend ’52 Weekends Away’ Sponsorship
High impact Good Weekend advertising drives lifts in brand metrics – exposure to the Mazda campaign in the Good Weekend showed significant increases in brand favourability, brand recommendation and purchase intention.
Campaign Objectives:
- Increase awareness of the Mazda’New Look’ MX-5 model
- Increase purchase consideration
- Drive advertising recall through high-impact advertising execution placements in the Good Weekend
Campaign Period:
Saturday, October 27, 2012
Target Audience:
25-44′s with skew towards
Creative Execution:
The Mazda MX-5 campaign was executed in the Good Weekend as a ‘take-over’ cover in conjunction with a full page advertisement and sponsorship of ‘win a weekend away’ competition.
Research Methodology:
A few days prior to the campaign, a benchmark control group was recruited to measure key brand metric levels including brand favourability, brand recommendation, brand consideration and purchase intention (n=1,142)
The second was conducted between 29th October – 1st November 2012 to compare brand metric levels (brand favourability, brand recommendation, brand consideration and purchase intention) and ask questions about the Mazda MX-5 advertising in the Good Weekend to evaluate the advertising execution and messaging itself (n=1,848)
The following results measure the shift in brand metrics between the ‘benchmark control group’ and the Good Weekend ‘exposed group’.
