Mazda Canada has partnered with Corus Entertainment’s flagship specialty channel W Network on a new brand integration program involving its prime time series Property Brothers.
The deal includes product and story integration in all 13 episodes of the show’s upcoming season. It is a category-exclusive deal that will be complemented by traditional brand-sell spots, billboards and tune-in tags, as well as online elements including custom articles and what Corus describes as “high-impact” ad units.
The season’s winter episodes will also feature a contest element giving viewers the opportunity to win $5,000 for their homes.
Robert Dasilva, managing director, client leadership and trading with Mazda’s media agency, Mindshare, said the program is intended to build awareness and purchase consideration for the car company’s new 2015 lineup.
The show’s two stars will each drive a Mazda vehicle, a Mazda 6 and a Mazda CX-5, which they will use to transport homeowners to house listings and retail stores. The integration will enable Mazda to showcase car features including energy efficiency, design, styling and technology.
Dasilva described Property Brothers as a “flagship property” on W Network that offers high reach, while the marketing program itself helps distinguish Mazda in a crowded and highly competitive category.
“Whenever we go to market it’s so competitive,” he added. “You want to try and get as much relevant real estate as possible, but at the same time you also need to have exclusivity for your client.”
The program signifies a continued desire by Mazda to move into the brand integration arena, said Dasilva. “They have an appetite to move more into that space, to try and find a platform that will allow them to show their customers the different elements of the cars,” he said.
The integration campaign will run in conjunction with a traditional media campaign.
