March 24, 2006
Mazda launches MX-5 Miata multimedia campaign
Richmond Hill, Ontario – Mazda Canada has announced a multimedia campaign to promote the launch of the all-new MX-5 Miata, including an on-line campaign featuring “racy” commercials the company says are “deemed too hot to show on television.”
The campaign focuses on “Jinba Ittai”, a Japanese phrase meaning “the rider and horse as one” that the company used as a design theme when creating the updated MX-5. The campaign uses a nationwide 60-second cinema commercial, which encourages consumers to visit the microsite to view three alternative endings and then vote for a favourite. The site also includes registration for a chance to win free movies for a year at Cineplex, a $1,500 Roots shopping spree, or one of four Roots Banff bags.