The latest TV ad from Mazda highlighting the sex appeal of the new Mazda5 C-MAV (Compact-Multi Activity Vehicle) is launched online this week. This is the eighth Mazda online viral and buzz marketing campaign from Digital Media Communications (DMC); it features a web-first ad created by JWT Germany.

Designed to grab the attention of the young and open-minded, the titillating ad, entitled ‘Mannequin’, features a group of female mannequins in lingerie being driven through a city by a window dresser in a new Mazda5. As in the 80s movie Mannequin, one of the models is so moved by the experience that she has a lifelike reaction - as he lifts her out of one of the twin sliding doors of the Mazda5 at the end of the journey, the window dresser notices a couple of surprising changes to her physique.

"Mazda has been at the forefront of online viral and buzz marketing since the launch of our first campaign ‘Brats’ which was an amusing viral around the Mazda6 in 2002. In fact, 'Brats' is still driving traffic to our website today," commented Mazda UK Advertising Manager Melanie Sroczynski.

"The new Mazda5 campaign demonstrates one of our core viral marketing strategies: the online pre-launch of brand marketing activities for TV ads. It allows 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."

Online viewers can hotlink through the ad’s end frame to a Mazda web page where they can find other entertaining Mazda viral films. Visitors can also view product information, order a brochure, request a test drive and locate their nearest Mazda dealer.

Strategic planning for the campaign was carried out by DMC who will seed the campaign via their online influencer network including features on lifestyle and sport websites.

"The online viral and buzz marketing campaign aims to raise brand awareness and kickstart demand for the Mazda5 prior to the mainstream marketing campaign launch," explained Justin Kirby, managing director of DMC.

"DMC's online tracking system will help quantify the campaign’s impact on brand awareness and response by providing real-time accountability of the campaign's buzz news uptake and clip interaction."

You can see Mannequin at

Published : 19/07/05 Author : Melanie Carter

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