• by Tanya Gazdik , October 9, 2019

Mazda has enlisted Univision to create a branded content series about the world of Mazda motorsports.

Three digital videos feature Jaime Gabaldoni, Univision’s senior editor, autos. “Camino a la Meta” ("The Journey to Accomplish a Goal"), explores the world of Mazda motorsports and follows Gabaldoni on his journey to compete in the final race of the Battery Tender Global Mazda MX-5 Cup. 

This is the first time a Hispanic automotive journalist has successfully ventured into becoming a real-life race car driver and shared the journey with his audience, according to Univision.

“Through this series, we aim to build relevance by leaning into the shared values between our brand and target,” Dino Bernacchi, CMO for Mazda North American Operations, tells Marketing Daily. “This is intrinsic to our DNA and intended to connect with our audience and their dedication to living out their own aspirations.”

The effort includes 2- to 5-minute videos featured on YouTube and social amplification of the series through teasers and short-form videos on Univision and Gabaldoni's personal social media accounts.

The first video launched Oct. 4, and new episodes are planned for November and December.

Also included is linear promotion during the Univision morning show “Despierta America,” as well as vignettes, integrated features and thematically aligned sponsorships within  Univision’s 7-11 p.m. programming.

This is the first time Mazda has highlighted its Motorsports division on Univision, says Luis de la Parra, senior vice president, partner solutions, Univision.

“Mazda provided all-access to their Mazda Global MX-5 Cup racing drivers, racetracks, racing vehicles, and facilities to take the branded content series to another level in a three-part social docuseries,” de la Parra tells Marketing Daily.

Mazda asked Univision how best to “inspire and energize” its “independent achiever” consumer, he says.

“Based on this charge, we accessed Univision Brand Labs to tap into our exclusive consumer insights and production capabilities,” de la Parra says. “Through this process, we determined the best approach was to lean into racing, which runs in Mazda’s blood, and to bring in our auto expert, Jaime Gabaldoni, who’s long had the goal of becoming a professional driver."

The campaign will resonate with Gabaldoni's loyal fan base of auto and racing enthusiasts and in-market auto intenders, but the inspiration behind the story is something that will resonate with a broad audience, he says.

“At its core, it is a story our audience can relate to,”  de la Parra says. “Setting up and achieving goals is an emotional and inspiring journey for Hispanics, and both Mazda and Jaime embody the idea of working hard to achieve your goals."