1Mazda - Mazda Australia's Creative & Digital Agency

Welcome to 1Mazda @ CHE Proximity, Mazda Australia’s integrated creative agency. We are the communications team behind the much-loved automotive brand and a specialist provider of marketing materials across every consumer and owner touch point..

1Mazda also manages and oversees Mazda’s digital platforms, featuring an experienced cross-sectional team who are focused on maintaining and evolving the brand vision into the future. Our collaborative partnership has been fostered over four decades, seeing us expand and grow alongside Mazda Australia, evolving with the changing mediascape with work that continually aims to set benchmarks in Australian automotive communications.

Working as one, our entire focus is dedicated to strengthening the relationship Australia shares with the Mazda brand. We are proud of our trusted alliance and continue to stand next to Mazda as their creative and digital agency into the future.

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Martin Griffin

Managing Director

Martin is an automotive marketing specialist in the truest sense. With 30 years in the industry, almost 20 of those with Mazda, Martin has seen not only the automotive world evolve but the advertising industry. His intimate understanding of the Mazda brand, process and vehicles enables Martin to lead a team that continues to stay ahead of the game.

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Rogan Briggs & Dom Megna

Creative Directors

A partnership for almost 20 years, Dom and Rogan are one of Australia’s most successful and effective creative teams. Part of the CHE Proximity team since 2006, Dom and Rogan assumed creative lead positions at 1Mazda in late 2014. Their passion for innovative thinking (and great cars) has seen them lead Mazda Australia into a new era of disruptive, insight-driven communication that span all media.

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Ruth Leach

Group Account Director (Digital | Loyalty)

With a diverse background in PR, social media, website development and digital advertising, including the running of a start-up development agency – Ruth provides a broad, unique blend of digital experience to the 1Mazda team – from using the right digital platforms and channels, content creation, managing online communities to internal processes and strategic thinking.

Our dedicated team brings specialist skills to every facet of Mazda Australia’s marketing mix. Together, we have decades of proven experience in automotive communication. Our broad capabilities include traditional above the line communication, full-service digital, brand planning, strategy and a dedicated owner communications team. Every member of our talented taskforce has been chosen specifically for what they can bring to Mazda Australia’s marketing vision along with their proactive desire to take it further.

Across the 1Mazda creative and digital agency, we have every aspect of Mazda’s communication needs covered, with the foresight and agility to adapt as those needs evolve.

From nameplate campaigns to sponsorship materials to full digital deployments to our industry-leading Owners Communications Program, 1Mazda does it all.

Mazda CX-5 'A cut above' TVCPlay fullscreen video

The challenge

To reposition Australia’s favourite SUV as an even more premium offering with new levels of design, craftsmanship and a new turbocharged engine.

The idea

We use a strong visual technique that quite literally elevates every exterior and interior image to new levels of beauty.

Line

A cut above.

Results

Mazda CX-5 has retained its position as Australia’s biggest seller in Australia’s most competitive category.

The challenge

To launch the first of the next generation of Mazda vehicles while communicating a clear step change in build quality, design and quietness in one of Australia’s favourite cars.

The idea

Simple beauty with a strong, emotional call to action.

Line

Driving is believing.

Results

A very successful launch with sales already tracking above target.

Mazda3 'Driving is believing' TVCPlay fullscreen video

Mazda2 'Join the 2Tribe' TVCPlay fullscreen video

The challenge

The most important thing in a young woman’s life is her tribe of best friends. We needed to demonstrate how Mazda2 fits perfectly into their life.

The idea

We follow members of the Mazda2 ‘2Tribe’ as they navigate the urban jungle and beyond in Mazda2.

Line

Join the 2Tribe.

Results

Mazda2 is highly desired in its class thanks to its striking design and Mazda’s reputation for quality.

The challenge

With so many small cars on the market, making the right choice is harder than ever. We need to make sure we are on the shopping list.

The idea

We demonstrate that when it comes to design, performance, tech and safety, Mazda3 is the car that gets everything right.

Line

The Car of Choice.

Results

Mazda3 has reinforced it’s position as one of Australia’s top-selling vehicles.

Mazda3 'Car of Choice' TVCPlay fullscreen video

Mazda6 'Quality Time' TVCPlay fullscreen video

The challenge

To present the Mazda6 as a premium nameplate that rivals the Europeans in terms of craftsmanship, design and performance.

The idea

We remind our core market that the time spent in their car is often the only alone time they get. Might as well use this time wisely, surrounded in comfort.

Line

It’s Quality Time.

Results

Mazda6 is now recognised as one of the most premium sedans in its category.

The challenge

The rapid rise of the small SUV segment has seen many competitors enter the market. How do we stand out amongst the clutter?

The idea

We celebrate the only small SUV built with timeless design and captivating performance

Line

A modern classic.

Results

Mazda CX-3 strengthened its position at the top of the small SUV category.

Mazda CX-3 'A Modern Classic' TVCPlay fullscreen video

Mazda CX-5 'Imagine Better' TVCPlay fullscreen video

The challenge

Re-launch Australia’s favourite SUV and help cement its position at number one.

The idea

Mazda’s pillars of design, performance, safety and technology were born from imagination. This inspired us to present them in the most imaginative way possible.

Line

Imagine Better.

Results

Next-Gen Mazda CX-5 has retained its position as Australia’s favourite SUV, helping propel Mazda to record sales.

The challenge

Most seven seat SUVs are bought for their practicality. How do we position the Mazda CX-9 as the practical family SUV that’s packed full of luxurious space and fine craftsmanship?

The idea

We combine family and luxury into one seamless package.

Line

Luxury meets family.

Drive it for yourself.

Results

Sales are already well ahead of forecast and continue to rise.

Mazda CX-9 'Luxury Meets Family' TVCPlay fullscreen video

Mazda BT-50 'Built Like a BT-50' TVCPlay fullscreen video

The challenge

Every ute claims it’s tough. With new tech and safety equipment as standard we can now claim a lot more than that.

The idea

We demonstrate the perfect mix of smarts, toughness and safety in one unique package.

Line

Built Like a BT-50.

The challenge

To introduce the Mazda MX-5 to a whole new audience of potential roadster drivers who are digitally connected and have never experienced wind-through-your hair driving before.

The idea

We position the Mazda MX-5 as the perfect escape from today’s lifestyle.

Line

Look Up.

Mazda MX-5 RF 'Driving Transformed' TVCPlay fullscreen video

Mazda CX-8 Future Ready TVCPlay fullscreen video

The challenge

To launch our newest seven-seat SUV to families with small kids who suddenly find themselves in need of more space, but don’t want the largest of SUVs.

The idea

We tap into a very specific life stage and present Mazda CX-8 as the SUV perfectly equipped to deal with what’s to come.

Line

Future Ready.

Result

Mazda CX-8 has been successfully launched in Australia. Results to follow.

1Mazda @ CHE Proximity is proud to set the industry standard in CRM and Owner Communications. Funded by Dealers, this multi-million dollar program was created to deliver the ultimate customer experience in vehicle ownership, build loyalty and to encourage repurchase.

In 2015 we comprehensively revamped every piece of offline and online collateral to evolve with the ongoing needs of Mazda Owners. A stunning new design that captures the spirit of Zoom-Zoom with a more friendly tone of voice was adopted to help ensure Mazda owners feel like the most important members of the Mazda family.

With the world turning online to research, compare and buy vehicles, 1Mazda @ CHE Proximity houses a full-service Mazda digital agency dedicated to creating a seamless, premium digital experience that rates amongst the world’s best.

Featuring digital planners, designers, customer experience and UX experts, back-end and front-end developers and contextual content creators, our digital team manage end-to-end creation and deployment of Mazda Australia’s digital content and experiences across most key channels, platforms and mediums including the following: