Case Study: Mazda’s campaign used Continuous Dialogue Ads to engage listeners for its new crossover model CX-5

Mazda is known for building fun-to-drive cars. This winter Mazda ran a voice dialogue marketing campaign included what we at Instreamatic call a ‘Continuous Dialogue’ with each listener, resulting in a change of heart by 3.29% of the users who initially showed no interest at the first communication from the brand.

In the teaser part of the voice dialogue ad, which was served to podcasts, music and online radio apps, listeners were offered to learn about the winter season offer of Mazda’s CX-5 by simply responding with voice to the advertisement. Listeners who agreed to learn more heard further details on the offer and were directed to Mazda’s CX-5 seasonal promotion page.

People who did not express interest heard a new appeal, this time offering to see photos of Mazda’s new crossover on a separate page.

Each subsequent contact corresponded to the history of previously received answers, thus building an extended dialogue between brand and the user.

Campaign goals:

• Engage audio listeners in a dialogue with the brand
• Build knowledge about the Mazda CX-5
• Attract users to the landing page of Mazda’s CX-5 Zima Edition

The results:

• 15.33% engaged in dialogue
• 8.31% Voice responses with interest
• 44% talked to the brand in the second follow-on dialogue, adjusted for the user response to the first appeal
• 3.29% expressed interest in voice response to the second dialogue prompt, adjusted for historical responses
• When the user expressed interest, the Mazda CX-5 page opened — conversion to a page redirect after appeal comprised 2.70%
• In other dialogue branch scenarios, the user was informed in various ways about the Mazda CX-5 and wished them enjoyable continued audio experience.