General News
13 March, 2025
‘Robbo’ gives it heaps in his new Mazda BT-50 ute
MAZDA has launched a rallying cry as the focus of its campaign for the new BT-50.
The integrated campaign introduces ‘Give It Heaps’ – a new creative platform that is a rallying cry for those who want to get more out of life and a promise that the BT-50 is a ute that can stand up to whatever you throw at it.
At its heart is the story of the legendary ‘Robbo’, a character whose reputation for mastering every extreme task, challenge and hobby has made him a local hero, thanks to the capability and dependability of his trusted BT-50.
Mazda Australia national brand manager Ashlin Moore said the new BT-50’s “bold design and capability perfectly embody the Australian spirit of giving it your all”.
“We’ve developed an idea here that celebrates that ethos and hopefully it inspires many Aussies to get out there and give it heaps in a BT-50,” he said.
Glen Dickson, the deputy chief creative officer at advertising agency CHEP Network, said “the more you put into life, the more you get out”.
“The never-revealed hero of our spot embodies this philosophy: going the extra mile to get the job done. Backed up by a ute that’s just as capable he is,” he said.
The campaign is live now across television, online video, social media, CRM and large format outdoor including special build executions at iconic sporting grounds across the country. The integrated campaign extends to owned channels, dealerships nationwide and will also feature across trade shows and Mazda’s sponsorship with the North Melbourne Football Club.
There are now 15 variants –down from 21 – ranging from XS to SP. Prices start from $38,990 on the XS 4X2 single cab chassis (before on-roads) to the SP 4X4 dual-cab ($67,990). Price increases range from $550 to $3510.
Extra features include an 8.0-inch infotainment touchscreen (up from seven inches), which also now has wireless Android Auto in addition to the wire-free Apple CarPlay.
All models are standard with a six-speed automatic.
All BT-50 models are equipped with an array of safety technologies, including Mazda’s Lane Keep Assist System (LAS), Blind Spot Monitoring (BSM), Rear Cross Traffic Alert and Braking, Traffic Sign Recognition and Trailer Sway Control (TSC) for customers that will use their BT-50 to tow.
Mazda has launched the new BT-50 with national driveaway pricing offers:
Single chassis XS, 1.9-litre turbocharged diesel 4X2, $38,990
Dual cab pick-up XT 3.0-litre turbocharged diesel 4X4, $54,990
Dual cab pick-up XTR 3.0-litre turbocharged diesel 4X4, $62,490
Dual cab pick-up GT 3.0-litre turbocharged diesel 4X4, $65,990
Dual cab pickup SP 3.0-litre turbocharged diesel 4X4, $67,990.
