Online push for Mazda's MX-5 roadster launch

by Emma Rigby, Revolution UK 27-Jul-05, 08:00

LONDON - Online will be core to the November launch of Mazda's third generation MX-5 roadster.

The motor manufacturer will promote the model through an extensive online marketing push in November, ahead of a global televison ad by Doner and JWT to launch in February.

It will unveil its pre-order site mx5liveit.co.uk to the public on August 1, replacing the taster site by interactive agency Syzygy, which launched on July 4 as a curtain-raiser to the entire model range.

The site is currently only accessible to the Mazda UK MX-5 members club who can place orders for one of 300 limited launch-edition models in velocity red with a chrome finish. After August 1, the public can place orders across the model range.

An email strategy will form part of an extensive online marketing push to include brand building through rich media MPU formats placed on lifestyle, sports and news sites developed by Glue London.

Mazda UK advertising manager Melanie Sroczynski said: "These will be quite daring, which is our brand essence: daring, ingenious and fun. They'll be a bit cheeky, a bit sexy which is absolutely what Mazda is about."

The soft launch in November may include viral activity.

Online marketing includes third party alliances such as the current microsite promotion on Top Gear, and a long-term search engine optimisation strategy, planned around the new Mazda site which will be rejuvenated before the year end.

Mazda is also launching a viral mimicking the 80s film 'Mannequin' to point out the sex appeal of the Mazda5 C-MAV, which went on sale this week. The campaign, run through DMC, features a web-first ad created by JWT Germany. It shows a group of female mannequins in lingerie being driven through a city by a window dresser in the car. One dummy is so moved by the experience it has a life-like reaction. Views can click through from the site to view Mazda's other viral films.

Sroczynski added: "The new Mazda5 campaign extends one of our core viral marketing strategies: pre-launch brand marketing activities for TV ads. It enables online visitors of specialist viral and entertainment sites to get exclusive access to the entertaining new Mazda5 ad prior to its mainstream TV release at the beginning of August."

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