Syzygy has created an online campaign for the launch of Mazda’s new supermini car, the Mazda2. This is one of the most significant launches for Mazda over the last few years and represents their largest through the line media investment in 2007.
The full service interactive agency designed the website mazda2.com, the email marketing, video production and online advertising.
The campaign, targeting male 25-30 year olds, is tasked with driving hot leads, creating engagement, brand experience and interaction. It breaks this week in the UK for a six week push, also in the press and on TV, and then rolls out across Europe.
The site itself includes an area where consumers can download the soundtrack from the TV film, recording by British band, The Infadels, as well as featuring the ‘making of’ the TVC and competition.
The homepage of the website features a video (and links to the different TV ad); and links to six other videos centred around the campaign line 'It's Fit' and created to:
- Admire the body
- Check the interior
- See the functionality
- Discover performance
- Notice the handling
- Check the safety
The links also tag: “look stylish, enjoy more, think smart, drive greener, move assertively and feel protected.”
The website visitor is encouraged to click through to register, view specifications and prices of the new Mazda2, send details to a friend, get the brochure, and request a test drive.