As the first blockbuster model of the new Changan Mazda in the first year, the new MAZDA CX-5 has naturally become a product that has attracted much attention and has also won the love of countless users. At the new MAZDA CX-5 cloud launch conference on March 20, the new car was officially launched less than an hour later, and 1,000 Tmall gift packages were sold out, reaching 200 million sales, and the popularity was approaching the top.
18 cities offline linkage covers more than 100 million people
Although the launch of the new MAZDA CX-5 was launched in the Douyin live broadcast room, there were still a large number of offline activities before the cloud conference to create momentum for it. The new MAZDA CX-5 is listed in the subway of hangzhou, Chengdu, Changsha and other five popular cities, and through the form of golden sentences, it triggers the inner resonance of users, so that everyone can see the brand attitude of Changan Mazda.
In addition, the new MAZDA CX-5 also uses floats as a medium to cruise around nanjing and Chongqing, so that no matter where you are in the city, you can perceive the listing information of the new MAZDA CX-5.
At the same time, the new MAZDA CX-5 also launched offline linkage in 16 cities, and in the form of light shows, the new MAZDA CX-5 was launched on Shenyang, Xi'an, Wuhan and other landmark buildings, becoming the most eye-catching presence at night. As of March 20, the new MAZDA CX-5 listing preheating has achieved close linkage in 18 cities, covering more than 100 million people, and radiating creative investment to attract full attention for the new car listing.
The number of viewers exceeded 25 million Online conference crazy screen brushing
Offline hot screen, online crazy screen brushing. At this gathering of new and old friends of the new MAZDA CX-5, the Boss Group of Chinese and Japanese executives from Changan Mazda, located in the Nanjing factory, proving ground, styling room and 4S store of Changan Mazda, together with the top stream media people in the automotive industry, new and old users, from the birthplace of the new car, the testing ground to the nearest 4S store to the user, from inside to outside, from dynamic to static, from the price to the service, so that users in the live broadcast room can experience the core advantages of the new MAZDA CX-5 product strength, service and other core advantages at zero distance. Immerse yourself even when you're not there.
In order to allow users to better understand the core product strength of the new MAZDA CX-5, Changan Mazda styling development designers, senior product development engineers and product trainers all came to the press conference site to explain every product force of the new MAZDA CX-5 around the vehicle, from the shape, interior to the engine, chassis, it can be said that after this listing conference, the essence of the new MAZDA CX-5 does not have any "secrets".
In the live broadcast of the entire listing conference, the new MAZDA CX-5 also prepared multiple rounds of lottery activities, time-limited seconds and "10,000 yuan subsidy limited-time courtesy" policy for all friends in the live broadcast room, which fully mobilized the enthusiasm of users and brought better experience effects through a highly participatory interactive form.
The live broadcast of the new MAZDA CX-5 was watched by more than 25.13 million people on the whole network, which is equivalent to 100 super-large concert users watching at the same time. In addition, this live broadcast also triggered 461 media to watch online, 127 media to broadcast live synchronously, and more than 100 media celebrities called for it, becoming a real screen-level existence.
Open up multi-circle layer marketing to carve "user-oriented" into the DNA
At present, China's auto market has entered the stock stage, and if you want to successfully occupy the market and harvest the hearts of users, in addition to excellent product strength, marketing is also an intangible asset that a brand cannot ignore. In terms of marketing, Changan Mazda conforms to the preferences of young users, through entertainment marketing, word-of-mouth marketing and other models, to open up the marketing dimensions of different circles, so that young users can better perceive the unique marketing charm of Changan Mazda and enhance brand value.
Variety shows have become one of the most popular entertainment methods for young users, Changan Mazda grasped the traffic password and successively titled "Youth Tour", "Longing for Life", "China's New Song", "Extreme Challenge", "Where Daddy Goes", "Run, Brother! " and other popular variety shows, through the product attributes and program content of the high degree of fit, imperceptibly the user's perception of Changan Mazda, highlight the concept of young marketing, attract more and more young people's attention.
Playing with users and putting user experience first has always been the marketing core that Changan Mazda adheres to. Based on this, Changan Mazda has carried out a series of user activities, for example, as early as 2014, the "horse driving free trip", the first "girlfriend afternoon tea" with women as the absolute participation body, joining hands with people's e-sports to create a king of glory super event, fan festival, etc., rich marketing activities, so that users in different circles can find a sense of belonging, play with it, enjoy together, in a pleasant experience, so that the brand value is deeply rooted in the hearts of the people.
In order to achieve more in-depth co-creation and sharing with users, Changan Mazda launched the "Yuema Starry Sky" mini program. Here is the utopia of all Mazda users, whether it is car purchase, car use, management car, or value co-creation, product co-creation, in the "Yuema Starry Sky" can be shared, truly realize the continuous improvement of brand value and customer ecosystem construction, so that the emotional link between users and brands is closer.
At the launch of the new MAZDA CX-5 cloud listing, Changan Mazda also released the "Customer Experience Officer" plan, which aims to give the greatest dominance to users and point out the direction for Changan Mazda's future service improvement through the form of "Customer Experience Officer" secretly visiting the store. As said at the press conference, "user-oriented" has been engraved by Mazda in the brand DNA, and it is endless.
Ten years after listing, ten years of classics, the success of MAZDA CX-5 is inseparable from Changan Mazda's insistence on product quality, users and services. The cloud listing conference of the new MAZDA CX-5, in the form of more abundant and diverse marketing activities, establishes emotional resonance with users, strengthens brand recognition, impresses users through the combination of rational and emotional marketing, further enhances user stickiness, makes each other the warmest existence, and also allows the car market to see the stronger strength of the new MAZDA CX-5.