Mazda Australia rekindles Zoom-Zoom brand mantra

Mazda Australia is releasing a new spin on its Zoom-Zoom brand mantra for 2024.

First established by Mazda Corporation globally in 2004, Zoom-Zoom communicated the ‘emotion of motion’ first experienced as a child and captured the hearts of Australians at a pivotal time for the Mazda brand locally.

Headlining the rollout is an all-new brand film that captures the essence of the original 2000 advert and re-establishes Zoom-Zoom for the contemporary era.

Mazda Australia’s National Brand Manager Ashlin Moore, led the campaign’s development in collaboration with agency partner CHEP Network.

“This new initiative is a concentration of everything that makes Mazda unique, loved and coveted here in Australia, and it perfectly reflects the enduring mission statement that Zoom-Zoom created,” Moore says.

“We’re reinstating the essence of our brand. Ask any Australian what they associate with Mazda, and it will almost certainly be Zoom-Zoom, so it made perfect sense to go back to our roots, reflect on our core purpose and celebrate the pure joy of driving we’ve always striven to deliver through every car we make,” Mazda Australia marketing director Alistair Doak says.

Reviving the signature ‘Zoom-Zoom’ whisper, Mazda Australia says the 30-second film references the simple happiness delivered by the emotion of motion, the excitement of youthful independence, and the purity of family connection.

The distributor says a broader interactive campaign that introduces immersive out-of-home, at-home, and social activations will also encourage Australians to actively experience Zoom-Zoom in their own way as part of the launch.  

It says Zoom-Zoom now aligns with the brand’s aim to enrich life in motion and is a call to participate and regain the pure emotion of driving.

It says the philosophy is central to Mazda Australia’s 2024 model range, offering locally one of the broadest lineups of any automotive brand. The lineup includes eight SUVs that span the small, medium, and large segments, sedans, wagons, hatchbacks, utes, sports cars, small cars, and hybrids. 

As of this year, 13 different Mazda models will be available.

Zoom-Zoom is live across multiple platforms, including TV, digital, OOH, and Mazda dealerships across Australia.