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 16 years, Dom and Rogan are one of Australia’s most successful and effective creative teams. With CHE Proximity for the last 11 years, Dom and Rogan assumed creative lead positions at 1Mazda in late 2014. Their passion for modern, effective thinking (and great cars) has seen them lead Mazda Australia into a new era of disruptive, insight-driven ideas 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.

The challenge

To remind Australians of the very essence of the Mazda driving experience.

The idea

Bring ‘Jinba Ittai’ to life, and in doing so introduce Zoom-Zoom to a whole new audience.

Line

Find your senses. Lose yourself. That’s pure Zoom-Zoom.

Mazda Range 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

As one of Australia’s top selling cars Mazda3 defines the Mazda brand in many ways. So how do we reignite the passion for driving for a new generation?

The idea

We redefined Zoom-Zoom by reminding our core market of the pure joy of driving and the feeling of total control.

Line

Mazda3. Be in The Driver’s Seat.

Results

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

Mazda3 'Be in The Driver's Seat' TVCPlay fullscreen video

Mazda6 'Quietly Confident' 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 present Mazda6 in all its beauty, leaving the product to simply and eloquently speak for itself.

Line

Quietly confident.

Results

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

The challenge

We wanted to show the story behind Mazda’s signature ‘KODO – Soul of Motion’ design and how it perfectly captures the striking beauty of movement.

The idea

To demonstrate the ‘Soul of Motion’ philosophy, we had dancers create beautiful, three-dimensional motion sculptures that come together to form Mazda CX-3.

Line

Be Moved Like Never Before.

Results

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

Mazda CX-3 'Be Moved Like Never Before' 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

To launch the Brand-New Mazda CX-9 as the premium family SUV.

The idea

A luxury family SUV that rewards the person who has done all the work to get where they are in life. The driver.

Line

Get it for your family.

Drive it for yourself.

Results

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

Mazda CX-9 'Get it for your family. Drive it for yourself.' TVCPlay fullscreen video

Mazda BT-50 'Proven Tough' TVCPlay fullscreen video

The challenge

Lots of utes talk tough. Mazda BT-50 needed to cut through the spin and prove it once and for all.

The idea

In 2016 BT-50 conquered Australia’s toughest off-road event. We brought this tale of triumph to life.

Line

Proven Tough.

The challenge

To introduce the new Retractable Fastback hard-top to a whole new audience of potential roadster drivers.

The idea

Use the remarkable transformation of the RF roof as a metaphor to transform the way you drive.

Line

Driving Transformed.

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

Mazda3 '40 Years in The Driver’s Seat' TVCPlay fullscreen video

The challenge

Remind Australia of their long and happy relationship with Mazda’s iconic small cars, the Mazda 323 and its current day evolution, Mazda3 on their 40th anniversary.

The idea

We take Australians on a nostalgic trip back in time using vintage Mazda 323 and Mazda3 ads.

Line

40 Years In The Driver’s Seat.

Result

The campaign created a spike in new Mazda3 sales and social engagement was some of the best the brand had experienced.

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: