Mazda launched the CX-50 in Q2 of 2022, their first CUV purpose-built for outdoor enthusiasts and customers with a more active lifestyle. The CX-50 was well equipped to take on the highly competitive outdoor SUV category. Our goal with this launch was to make a meaningful and authentic connection with a new audience – Outdoor enthusiasts, who previously wouldn’t have had a reason to think about Mazda. In doing so, we wanted to create a credible and distinctive impression of Mazda’s capability in the outdoor vehicle category.

The audio work script takes the listener on a journey through different natural settings, including the boreal forest, the forest at night, and the coast leveraging 3D Audio technology. The voiceover emphasizes the need for experiencing more of nature, with mentions of morning dew, starry skies, and rugged trails. The Mazda CX-50 is introduced as a vehicle designed to go beyond paved roads, encouraging listeners to embrace the great outdoors and reconnect with their humanity.

Sounds of nature evoked a visceral and immediate sensation with the audience. The 3D Audio Spots focused on the nature sensations and feelings we wanted to inspire in Outdoor enthusiasts.

Leveraging 3D Audio spots, The CTR of our audio activity increased by 38% YOY.

Our cost per listen decreased by 17%.

Furthermore, our acquisition cost decreased by an astounding 81% and Cost per completed lead decreased by 8%.

A further validation of success was achieved through the Share of Search metric, where CX-50 gained 13.2% in a highly competitive auto Outdoor category (69% stronger than Mazda’s average share)