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Mazda promotes Mazda3 with Metro wrap
Mazda Canada has begun an advertising campaign for its 2014 Mazda3 vehicle in association with commuter newspaper Metro. The campaign makes use of an advertising option the paper calls a waterfall wrap, which uses several layers of paper of varying heights for a reader to flip through before reaching the final message of the ad. According to the company, Metro is the first newspaper in Canada to run ads in this format. The execution appeared first in Montreal on Nov. 4, then in Toronto, Vancouver, Calgary, Edmonton and Halifax on Nov. 6. The campaign was developed in collaboration with Excelerator Media and JWT. It focuses on the features, benefits, style and design of the car.
"The all-new 2014 Mazda3 is the perfect product to be showcased with this unique, interactive advertising method, because of the many layers on which the Mazda3 brings new and innovative technology to the compact segment," said David Klan, senior director of sales, marketing and regional operations at Mazda Canada. "This is a great way for Metro readers to interact with and learn about the Mazda3, and we're excited to be the first brand to help bring this new advertising execution to life."