Mazda puts online at heart of 2006 European ad strategy

by Emma Rigby, Revolution UK 01-Dec-05

LONDON - Mazda is to place online at the heart of a new European ad strategy next year.

The car maker is to launch a "Zoom Zoom experiences" project, which will integrate all marketing activity with a new website that will become a branded broadcast channel.

Future marketing campaigns such as Mazda's sponsorship of the Gay Pride festival in Brighton will help direct traffic to the new site, which was developed by digital agency Syzygy. It will also be promoted through mobile messages, emails and mailshots.

Content on the new site will include an online magazine, broadcast-quality video of test drives, car launches and travel features, plus music and entertainment, which could include games.

Online communities also planned for each of the firm's models.

Daniel Brown, CRM manager at Mazda UK, said: "We are committed to involving our customers in unique Zoom-Zoom experiences throughout 2006 and communities will play a significant role in delivering these experiences."

Syzygy has appointed its first communities editor Kelda Wallis to oversee the development of communities for the MX-5 and the RX-8.

The brand has relaunched Mazda.co.uk this month and said it will increase its online marketing budget in 2006. This year Mazda spent up to 20% of its £23m marketing budget online.

Matthew Bagwell, Syzygy's executive creative director, said: "The internet is becoming ever-more fundamental to clients' marketing strategies, as people spend more time interacting with brands and like-minded communities online. Next year Mazda will launch unique brand experiences, across multiple channels designed to enrich relationships with Mazda."

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