Mazda: Customers as brand ambassadors

In keeping with the brand's pioneering spirit of breaking new ground, the Mazda True Story platform offers the Swiss community a digital space for reviews, experiences and stories about the brand. This initiative is part of Mazda (Suisse)'s new strategy to put its own customers at the center of its communication.

New ways of communicating the brand
Vehicle brands normally develop similar forms of communication by emphasizing a model and its features or using personalities as brand ambassadors.

Katarina Loksa, Marketing Director of Mazda (Suisse): "Our teams regularly share anecdotes with us about the close relationship between customers and vehicles. So it seemed important to us to highlight the Mazda community, which is very present in Switzerland, because its members are our best ambassadors."

Romantic stories or exciting adventures
Everyone who drives a Mazda is invited to describe their impressions of the vehicles and share their romantic stories or exciting adventures.

From a road trip halfway around the world, to a honeymoon aboard a racing car, to a miraculous rescue from a dicey situation. A good dozen reports are already online on Mazda True Story.

Action is at the heart of the testimonial campaign
With this in mind, Mazda has developed a national advertising campaign highlighting the community. Under the motto "The toughest jury in the world. Our customers", around ten people had the opportunity to share their impressions.

The jury was selected from over 400 Mazda drivers who had submitted a review on the website after purchasing a vehicle. It is the centerpiece of a testimonial campaign that will run in the Swiss media until the end of November

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