Bonnier News Brand Studio, Full Service Integrated Marketing Solutions - The Mazda case
2017 Finalist

Bonnier News Brand Studio, Full Service Integrated Marketing Solutions - The Mazda case

Bonnier News Brand Studio

Stockholm, Sweden

Category Advertising Sales and Retention

Overview of this campaign

How to make complexity invisible

Bonnier News Brand Studio create campaign concepts through insights, strategy, creation, content, data and optimization - all with guaranteed reach and impact. We work in cooperation with editorial departments covering three of the largest news brands in Sweden. The overall objective is long term revenue growth by delivering integrated business solutions that makes the complexity of today's marketing ecosystems invisible to our customers.

In the Mazda case our solution based on thorough analysis and insights challenged the Clients media-mix preconceptions leading up to a reallocation of their overall budgets.

The Mazda mission and go-to-market strategy moving into 2016 was to create curiosity for the brand, inspire and drive consideration combined with sales lead generation for two prioritized car models, CX-3 and CX-5 targeting young adults and family audiences respectively. 

Mazda together with their media agency Mindshare wished to move away from traditional media solutions. They wanted to be first, receive recognition for new ways of communicating cars beyond “four wheels and nerdy features”, preferably multi-channel.

Key KPI's were to create a customer journey through step-by-step target audience increase in: Curiosity, Inspiration, Engagement and Buying intention

Results for this campaign

Our success lies in the Client success

In the Mazda case Bonnier News Brand Studio fully addressed the customer journey and created a one-stop-shop solution.

We were granted the full media budget, including TV-budget and parts of the sales and production budgets. This generated new revenue through the development of new products and services within the concept now being available for replication with other clients.

We created curiosity and engagement with the target audiences through custom creatives, drove consideration through storytelling and native campaigns, generated leads through interactive quiz’s and educative questionnaires, displayed the strengths with online video through integrated video-reveals - all with best in class media reach.

Production solutions: Our Bonnier News Brand Production team ensured access to the car models and created new display ads, a 360 interactive format, film material and photo/content during an on set location photo day. For example the display format native-wrap, an interactive welcome page with text and photo content interchangeable via user interaction. Another example was the 360-interactive format educating the family audience in CX-5 model features through the possibility to place a stroller in the trunk showcasing trunk space volume. Finally we created a quiz integrated into editorial content and contextual native advertising on motor sub categories. 


Client results: 

  • Curiosity +12%
  • Inspiration +8%
  • Engagement 20x better engagement metrics than average campaign
  • Buying intention +8%
  • Results leading up to quarter by quarter renewals stated in the cooperation agreement.


Bonnier News Brand Studio results:

  • 295% year on year growth in client spend


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