Mazda has launched a campaign for the CX-5 model that synchronizes radio and digital out-of-home advertising in real time. This is the first use of such a media integration model in the Adria region, and the campaign was developed in cooperation with the agency WPP Media, the company Go2Digital, and Otvoreni and bravo! radio.
When Mazda’s radio spot airs on one of the two stations, a specially developed technological solution automatically activates the corresponding visual content on selected screens within the Go2Digital network. Drivers can therefore see the radio message almost simultaneously on digital screens along their route.
“The 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 are creating a dynamic experience that naturally follows their journey,” said Ivana Mudrovčić, Marketing Manager at Mazda.
Instead of radio and DOOH functioning as two separate channels within the media plan, the campaign connects them into a single point of contact with the audience. The campaign was conceived and media-planned by WPP Media.
“The media idea was to provide what each of these two media lacks individually. We gave radio a visual component and DOOH an auditory one. In addition, to further strengthen this channel synergy, we extended the ad to a full minute, making the effective duration of contact with the message three to four times longer than in a standard format,” said Antonio Karlović, Digital Strategy Partner at WPP Media.
Karlović explains that the synchronization also creates an element of surprise because the audience does not expect to see the message they hear on the radio appear almost simultaneously on a screen beside the road. For Mazda, this approach makes it possible to reach drivers while they are travelling and simultaneously display the car model, which, according to research cited by the agency, is an important factor during the purchase consideration stage. By including two radio stations and a large DOOH network, the campaign aims to secure the reach necessary for this media mechanism to achieve its intended effect.
“This is an important step in the development of digital out-of-home advertising in Croatia and the region. Digital screens are no longer simply the final point of a media plan, but a technologically connected channel capable of responding in real time. By synchronizing them with radio, we connect sound, movement, location and the moment of contact with the audience,” said Dean Udatny, Director of Special Projects and Programmatic Operations at Go2Digital.
The campaign runs from August 31 to September 12 and covers more than one hundred Go2Digital locations across 40 cities. The company operates a network of over 500 digital screens, which it says generates almost three million impressions per day.
