Mazda launches Adria region’s first synchronized radio and digital outdoor campaign

Mazda has launched an advertising campaign designed to reach drivers through their radios and then immediately reinforce the message on digital screens along their routes.

The campaign for the Mazda CX-5 connects programming on Otvoreni and bravo! radio with Go2Digital’s network of outdoor digital displays. When the radio commercial plays, a technology system automatically activates a corresponding visual message on selected screens. Drivers hear the advertisement and can see the related image almost at the same time.

“

Mazda CX-5 was created for people who enjoy driving and every part of their journey. With this innovative campaign, we wanted to bring Mazda’s communication closer to drivers precisely when they are on the road. By connecting radio and digital screens, we create a dynamic experience that naturally follows their journey.

Mazda developed the campaign with WPP Media, Go2Digital, and the two radio stations. Ivana Mudrovčić, Mazda’s marketing manager, said the company wanted to bring its communication closer to drivers while they were on the road. She described the link between radio and digital screens as a dynamic experience that follows the audience’s journey.

WPP Media said the campaign gives radio a visual element and digital outdoor advertising an audio component. The agency also extended the advertisement to one minute, saying this made the effective contact with the message three to four times longer than in a standard format. The campaign is running from Aug. 31 to Sept. 12 at more than 100 Go2Digital locations in 40 cities, with screen content synchronized automatically with radio broadcasts.

“

The media idea was to fill in what each of these two media lacks on its own: we gave radio a visual component and DOOH an audio component.