Mazda.
Find Out.

Challenge
Mazda was facing a serious visibility problem. Despite big aspirations, they remained largely invisible to consumers. As an underdog in a crowded market, Mazda needed to make a bold move to capture attention and prove its worth against better-known competitors.

Insight
Rather than shying away from Mazda’s lesser-known status, we leaned into it. Our idea was simple: By comparing Mazda directly with more famous competitors, we could leverage their brand awareness to our advantage and challenge consumers to “get behind the wheel and find out what makes Mazda better,” turning curiosity into action.

Solution
We launched the “Mazda. Find Out” campaign, inviting consumers to experience firsthand how Mazda outshines the competition. We created a content series of strategic model vs. model vehicle comparisons (based on Lafayette American’s research), highlighting Mazda’s superiority to better known nameplates in areas like safety, design and overall quality.

Our campaign included Tier 1 brand work and Tier 3 tagged retail spots, tailored to specific markets with local insights. Work ran across broadcast, connected TV and paid social, ensuring we reached potential buyers wherever they were.

Results
The results were transformative:

• The second-best sales month in Mazda’s 53-year history (August).

• Best-ever July sales ever with 39,866 vehicles sold, a 30.2% increase from July 2023

• Localized retail approach helped Mazda shatter sales records across the Northeast, Midwest, Southern and Western regions.

• YOY sales of individual models were up across the board.
  

Mazda’s CMO even weighed in, calling Lafayette American’s performance “Epic.” 

The "Mazda. Find Out" campaign not only lifted Mazda’s visibility but proved that when consumers find out, they choose Mazda.