System1 Driven Brand Insights

Transcription

1 System1 Driven Brand Insights Insight Innovation exchange Europe, February 2017 Christian Ohm, Mazda Motor Europe Head of Consumer & Market Intelligence Europe Kathrin Posnanski, BrainJuicer Germany Country Director Germany

2 MAZDA KEY FACTS 5th biggest Japanese car manufacturer with Challenger Brand mentality FY2016 Global Performance best ever with 1,534 million vehicles sold, best in 96-year history One of Europe s fastest growing carmaker with 12% YOY increase to vehicles in 2016, outpacing overall market growth Fourth-straight year of double-digit growth in Europe Fun-to-drive, fuel efficient (Skyactiv Technology) and strikingly beautiful line-up (KODO Design) key to commercial success

3 MAZDA PRODUCT LINE-UP

4 MAZDA OUR BRAND JOURNEY PREMIUM DISTINCTIVE

5 MAZDA MOTOR SHOW AND DEALERSHIP

6 MAZDA LIFESTYLE EVENTS

7 MAZDA LIFESTYLE EVENTS STRONG PRODUCT PERCEPTION WEAK BRAND PERCEPTION

8 FRAGMENTATION LEADS TO A WEAK BRAND 7

9 DEFINITION OF ONE VOICE FOR THE BRAND

10 CO-CREATION APPROACH This image includes the images that Mazda is not authorized to use. Therefore, copying, reprinting, releasing of the image in an outside company and opening to the public is forbidden as they depart from "the scope of not damaging the interest of the right holder"

11 BUILT AROUND OUR TARGET CUSTOMERS

12 EVERYTHING WE DO NEEDS TO LEAD UP TO THIS

13 MOMENTS OF TRUTH It makes me smile It makes me smile as much now as it as much now as it did when I bought it did when I bought it It makes Mazda me is smile not a as much cheap now Asian as car it did when anymore, I bought it s it premium now I still love those little moments when you feel that you re driving I just love it when people look at my car and say wow, that s a Mazda?

14 The oneness and emotional connection achieved when car and driver are in perfect harmony

15 MAZDA MX-5 RF VIDEO

16 DRIVE TOGETHER: MORE THAN AN AD CAMPAIGN

17 INSIGHTS FROM OLD TRACKING NOT SUFFICIENT TO STEER BRAND 1. TOO SLOW; REAR VIEW 2. NOT REALLY ACTIONABLE 3. NOT SUFFICIENT COVERAGE OF FEELINGS & EMOTIONS 4. OUTDATED 5. BORING FOR RESPONDENTS 6. TOO STATIC; NOT FLEXIBLE 7. PROVIDING MORE QUESTIONS THAN ANSWERS 1. FAST & ACTIONABLE 2. COVER EMOTIONS RIGHTLY 3. SIMPLIFIED; ENGAGING 4. MODULAR & FLEXIBLE 5. ADAPT LATEST MR THINKING 6. FORWARD FOCUSED ; PREDICTIVE 7. STRATEGIC & TACTICAL 8. NEED MORE QUALITATIVE FEEDBACK

18 MAZDA & BRAINJUICER A STRONG PARTNERSHIP

19 BRAND GROWTH - THE PHILOSOPHY BEHIND FAME If a brand comes readily to mind, it must be a good choice FEELING If I feel good about a brand, it must be a good choice FLUENCY If I recognise a brand quickly, it must be a good choice Reflects current brand share Predicts future brand share Gives you the toolkit to build brand share

20 BRAND INSIGHTS - THE BRAINJUICER METHODOLOGY FAME % of a broad category sample mentioning the brand in choice context under time pressure FEELING FLUENCY Extent to which a brand s assets are felt to be distinctive, under time pressure (-3seconds)

21 Brand Performance Global Tracking Norm BRAND INSIGHTS - THE BRAINJUICER METHODOLOGY Future Current Not at all famous in this category. Very low market share. Low levels of fame in the category. Low market share. Solid, familiar brand to anyone buying the category, but not an obvious choice for many people. Strong brand with strong share, that most people would be happy using. A famous brand that is for most people the most obvious choice. High market share.

22 MAZDA BRAND INSIGHTS PROGRAM DESIGN Campaign Post Testing IAT (True Implicit) Core Research: Continuous Weekly Tracking Brand Deep Dive Fame, Feeling & Fluency DAT (Distinctive Assets Classical KPIs Marketing Recognition Model Deep Dive Brand Storyteller

23 MAZDA PRODUCT LINE-UP Things are not difficult to accomplish. What is difficult is to prepare ourselves to do them Constantin Brâncuși

24 THANK YOU.