The Sunday Times
The Challenge: The Times and The Sunday Times partnered with Mazda to increase understanding of brand awareness and perception of the Mazda brand and the new Mazda CX-5 - a compact SUV designed to represent the excitement we felt as children when we first experienced the power of movement.
Advertising ran across 4 platforms – Print, Mobile, Tablet and online. It included takeovers in print and interactive creative on the digital platforms.
Some activity utilised the award winning Ingear section, with the first ever cover wrap of an iPad front page running on the same day as the in-paper cover wrap. Increase in consideration and familiarity with the Mazda brand among Times and Sunday Times readers. Increases in agreement with positive perceptions of Mazda cars, the Mazda brand and in the likelihood of shortlisting Mazda for next car purchase.
The Results: Top line
Increase in consideration
And familiarity with brand among Times and Sunday Times readers
1/3 of regular Times readers recalled the ad as well as 1/4 of Sunday Times readers
Mobile banner received 900,000+ impressions in 4 weeks*
Campaign saw 2-year traffic high to Mazda site with Times visitors representing 30% of this traffic
Source: *. Average CTR for tablet activity was 1.01% showing high levels of ad engagement