This year marked the launch of an all-new Mazda6 model, combining Mazda's signature design style with its cutting-edge performance and fuel-saving SKYACTIV Technology. In order to build awareness around the launch and grow their consideration set, Mazda Canada implemented Affinity Segments, Google's audience-based targeting tool, to help them zero in on a qualified audience. Mazda reached nearly half a million of its target audience within the first month of launch.


  • Drive awareness of new Mazda6 car
  • Encourage brand interaction with SKYACTIV technology
  • Reach a targeted, qualified audience at scale


  • Implemented Affinity Segments for launch campaign
  • Targeted “Technophiles” segment
  • Complemented with high-precision keyword targeting, remarketing for extended reach


  • Reached 500,000 unique users in first month
  • Extensive reach helps grow awareness, influence consideration set
  • Adding Affinity Segments grew reach 10x compared to contextual targeting alone
  • Extended impact of TV campaign targeting same audience
June 2013