The objective of the brand campaign is to encourage the Mazda audience to visit mazdaiestories to view and discover real story videos about how Mazda has borrowed from Japanese history and culture to think differently achieve excellence and to lsquoChallenge Convention To Make Things Betterrsquo to build better cars

From a media point of view we were seeking out media channels that delivered on the brief ldquoDefy Conventionsrdquo While the creative produced was excellent we required a media solution that expressed lsquoDefy Conventionsrsquo as much as the creative

Metro Herald was chosen as the ideal partner as their audience profile was in line with Mazdarsquos target audience Metro Herald are increasingly looking at ways to bridge the gap between print and digital through smart phone technology therefore to defy conventions through a media channel Metro Herald were the ideal fit and Augmented Reality technology a print first in the Irish market employed to lead the campaign To engage with the audience further a competition to win a new Mazda2 on Facebook is being promoted in Metro Herald and through the AR microsite

The campaign kicked off in Metro Herald on the 3rd May announcing that something exciting was launching on May 11th (the competition and AR) As the countdown went on each readers were encouraged to familiarise themselves with AR app Junaio and how to use it A Mazda demo of a 3D Mazda car model was in the paper each day so users could familiarise themselves with using AR Metro Herald Mazda and Mindshare teamed up AR experts Motive NYC who had the idea to create the existing Mazda website into an 3D AR microsite - a world first

On May 11th after a 6 day countdown a Mazda edition of Metro Herald was produced (quarter fold with the paper being dominated by Mazda creative adverts enhanced by the Metro Herald creative team) This edition of the paper launched the AR microsite where readers could view each video and the questions to enter the competition

Read the full article and check out the extensive global coverage here

This week

The latest insights and analysis of search

twittercomMindshareIRL

blogmindshareie

13th May 2011

youtubecomMindshareIRL

Augmenting Consumersrsquo Reality with Mazdaby Hilary Tracey

The blog A Global First Mazdarsquos new campaign

Media Agency of the Year 2011

from the blog

Mind over Chatter Buzz Tracking

by Andy Pierce

Read more

How to Get Ahead in Advertising

by Rachel Ray

Read more

blogmindshareie

Jedward fans

kelly brook

roger hargreaves

seve ballesteros

super injunction twitter

mothers day

eurovision

eurovision 2011

oxegen

euromillions

chelsea 70

140

200

200

250

400

4000

4000

4000

4000

INSIGHTS amp ANALYSISGOOGLE TRENDS

6TH MAY 2011

Rising Searches (last 7 days)

4th - 11th May rsquo11

Search TrendsThis week we have been googling the sad news the actress and model Kelly Brook lost her child 5 months into her pregnancy The story has received a lot of interest and is one of a succession of celebrity pregnancy issues It follows the still births of Amanda Holdenrsquos baby at 7 months in February and Lily Allenrsquos at 6 months in November Perhaps the events will at least help further lift the taboo amongst women about talking about such issues

Roger Hargreaves (of Mr Men fame) was top of Google Searches The death of golfing legend Seve Ballesteros caused his name to appear in the searches too Many Irish sons were confused by the US lsquoMothers Dayrsquo as there was a 400 increase in searches for this term

In entertainment wersquove been googling the Eurovision (of course) and the Oxegen - line up for which is now available here Oxegen is in association with our clients Heineken Music

Top rising programmes in entertainment to have been googled were The Eurovision The Apprentice Criminal Minds The X Factor and Family Guy

Mindshare analyses the search volume within Ireland to establish patterns and trends of information people are searching for over certain time periods

Rising Image Searches (last 7 days)

12th April - 11th May 2011

pippa middleton

funny

Seve BallesterosOxegen

bin laden

osama dead

Rising searches are based on the increase in volume from a base volume seven days ago When lsquoBreakoutrsquo is recorded the base figure was too low to record them

kate middleton facebook

Breakout

Eurovision

osama bin ladenbin laden dead

ireland

Breakout

Breakout

Breakout

Rising News Searches (last 30 days)

12th April - 11th May 2011

wedding

bin laden

tom humphries

royal weddingpsn kate

bin laden deadplaystation

playstationkate middleton

Mindshare - never missing a trend

If the Eurovision semi-finals proved anything last night it is that twins are

so hot right now Theyrsquore right up there with top knots Zumba classes

and Justin Beiberrsquos latest haircut In honour of Jedwardrsquos success in

Europe Jack Rhona Emma Eoghan SallyAnn and Gemma all twinned

up for the occasion

lottery1

donedeal2

rte player3

translate

4 tesco

5

done deal

6 bbc

7 twitter

8 bbc sport

9

apple10

Top Ten of All Searches in last 12 Months

Rising Entertainment

last 7 days vs previous 7 days

jedward

+450

The Google Trends report is published weekly by Mindshare Dublin based on search volumes according

to Google Insights The data is owned and curated by Google but available for public access

For more information contact Finian Murphy (finianmurphymindshareworldcom) or +353 1 415 0300

eurovision 2011

+300

kelly brook

Breakout

ebay

donedeal

argos

shoes

dresses

boots

next

river island

debenhams

ticketmaster

Top Ten Shopping Searches in 12 Months

eurovision

+300

apprentice

+140

cheryl cole

+160

beyonce

+90

family guy

+100

+170

+120

+130

+60

+80

+80

+60

+60

+70

+70

criminal minds

+130

x factor

+130

PampG

Unilever

Coca Cola

Reckitt B

enckise

rEirco

m

Vodafone

Masterfo

odsDiageo

Glaxosmithk

line

Nintendo

423435436472544580614747

11021108

HW + CH (Multichannel TVRs)

Top Rated Programmes

Adults 15-34 (Multichannel TVRs)

Top TV Advertisers 25th April - 1st May

Vodafone

Budweiser

O2 Bil Pay

McDonalds

UPC

Permanen

t tsb

Forfocus

Sky Atlantic

HD

Bord Bia - Chic

ken

Cost Plus

Sofas

228228234269285292302336436

544

The TV report is published weekly by Mindshare Dublin based on TV ratings from Nielsen data

For more information contact Jill Robinson (jillrobinsonmindshareworldcom) or +353 1 415 0300

Desperate Housewives

Fair city

Coronation Street

Bride Wars

The Late Late

Eastenders

RTE News

The Consumer Show

Champions League live

UEFA Championship 6772727476777782

95132

Off the Rails is available for sponsorship from 1st July 2011

Desperate Housewives

Fair city

RTE News

The Late Late

Eastenders

Coronation Street

The Consumer Show

Bride wars

Saturday Night Show

Roomers 120127133136141

159160160169

232

The EurovisionThe Apprentice

Sponsorship Availability

Live coverage of the Eurovision song contest final will

be on RTE2 at 8PM on Saturday

Munster V Ospreys in Magners League is on the

same day with RTE covering it at 6PM

Bring Back Bosco started on TV3 at 9PM on Monday

Kitchen Hero is a cook show for beginners and

presented by Donal Skehan It will begin on RTE1 at

830PM

Queen Elizabeth in Ireland will be on RTE on

Wednesday at 730PM

Top TV Brands 25th April - 1st May

TV News

PampG

Unilever

Coca Cola

Reckitt B

enckise

rEirco

m

Vodafone

Masterfo

odsDiageo

Glaxosmithk

line

Nintendo

423435436472544580614747

11021108

HW + CH (Multichannel TVRs)

Top Rated Programmes

Adults 15-34 (Multichannel TVRs)

Top TV Advertisers 25th April - 1st May

Vodafone

Budweiser

O2 Bil Pay

McDonalds

UPC

Permanen

t tsb

Forfocus

Sky Atlantic

HD

Bord Bia - Chic

ken

Cost Plus

Sofas

228228234269285292302336436

544

The TV report is published weekly by Mindshare Dublin based on TV ratings from Nielsen data

For more information contact Jill Robinson (jillrobinsonmindshareworldcom) or +353 1 415 0300

Desperate Housewives

Fair city

Coronation Street

Bride Wars

The Late Late

Eastenders

RTE News

The Consumer Show

Champions League live

UEFA Championship 6772727476777782

95132

Off the Rails is available for sponsorship from 1st July 2011

Desperate Housewives

Fair city

RTE News

The Late Late

Eastenders

Coronation Street

The Consumer Show

Bride wars

Saturday Night Show

Roomers 120127133136141

159160160169

232

The EurovisionThe Apprentice

Sponsorship Availability

Live coverage of the Eurovision song contest final will

be on RTE2 at 8PM on Saturday

Munster V Ospreys in Magners League is on the

same day with RTE covering it at 6PM

Bring Back Bosco started on TV3 at 9PM on Monday

Kitchen Hero is a cook show for beginners and

presented by Donal Skehan It will begin on RTE1 at

830PM

Queen Elizabeth in Ireland will be on RTE on

Wednesday at 730PM

Top TV Brands 25th April - 1st May

TV News