North America: RX-8 ads keep zoom in Mazda marketing - Ford Forums - Mustang Forum, Ford Trucks, Ford Focus and Ford Cars
Ford Forum Ford Forum

» Auto Insurance
» Featured Product
» Wheel & Tire Center

Go Back   Ford Forums - Mustang Forum, Ford Trucks, Ford Focus and Ford Cars > Ford Cars and PAG Vehicles > Mazda Forum
Register Home Forum Active Topics Photo Gallery Auto Loans Garage Mark Forums Read Auto Escrow

Mazda Forum This area is for discussion of Mazda vehicles

FordForums.com is the premier Ford Forum on the internet. Registered Users do not see the above ads.
Reply
 
LinkBack Thread Tools Display Modes
Old 06-30-2003, 03:52   #1 (permalink)
Registered User
 
Stacy94PGT's Avatar
 
Join Date: Feb 2001
Location: The Hills of North Georgia,USA
Posts: 7,859
North America: RX-8 ads keep zoom in Mazda marketing

By Mark Rechtin
Automotive News / June 30, 2003

LOS ANGELES — While the reggae-pop theme music behind the “zoom-zoom” ad campaign is nowhere to be heard, Mazda’s launch of the RX-8 has the message clearly in mind.

The four-seat, rotary-powered sports car will get a TV, print and billboard campaign that will use the 2-year-old slogan frequently. It is whispered at the end of TV commercials, and both print and billboard ads prominently display the slogan.

But introducing a sports car into a shaky economy takes more than a clever jingle. So Mazda is playing up the car’s rotary engine heritage to separate it from such rivals as the Nissan 350Z and Porsche Boxster.

One TV teaser shows only a cutaway rotary engine spinning faster and faster. Another spot cuts from the rotary engine to the vehicle’s “freestyle” doors, while the voice-over intones: “No pistons, no pillars, no kidding.”

The third commercial, a 30-second spot, shows a man admiring his RX-8 and embracing it, while the car’s doors hug him in return and his wife looks on in disgust. The music accompanying this spot is not complete, but it likely will not be the “zoom-zoom” jingle.

Mazda will wait for the opening of the fall TV season before placing commercials on “Friends,” “CSI,” “The Simpsons” and “Law and Order.” Waiting until fall also gets Mazda away from competing against the deluge of year-end clearance commercials clogging the airwaves.

Mazda declined to state the advertising budget for the car.

The print ads will focus on “lad magazines” such as FHM and Maxim, as well as Wired and traditional automotive enthusiast publications. The ads will be heavy on copy that promotes the vehicle’s engine performance and doors.

Mazda also is throwing weight behind billboards with regionally themed tag lines.

In New York, a billboard brags that the RX-8 has “More room than your apartment.” In California wine country, the ad states, “May we suggest a nice red.” Airport area billboards will dictate that “Friends fly free” in the car. And some billboards will simply read, “zoom-zoom.”

Mazda also used product placement deals to expose the car at the Grammys, MTV Music Awards, “Fear Factor” and the action movie X-Men 2.
__________________
Stacy94PGT
My first car was a 67 Mustang Coupe, 2nd one was a 67 Cougar XR-7, 3rd one was a 66 Mustang Coupe. Why did I get rid of these cars for ? I know why, because I'm stupid, stupid, stupid.

My next Ford.....
Stacy94PGT is offline   Reply With Quote
Sponsored Links
Advertisement
 
Reply

  Ford Forums - Mustang Forum, Ford Trucks, Ford Focus and Ford Cars > Ford Cars and PAG Vehicles > Mazda Forum



Currently Active Users Viewing This Thread: 1 (0 members and 1 guests)
 
Thread Tools
Display Modes

Posting Rules
You may not post new threads
You may not post replies
You may not post attachments
You may not edit your posts

BB code is On
Smilies are On
[IMG] code is On
HTML code is Off
Trackbacks are On
Pingbacks are On
Refbacks are On


Similar Threads
Thread Thread Starter Forum Replies Last Post
Mazda N.A. names senior VP of marketing Stacy94PGT Mazda Forum 0 06-11-2003 11:35
Mazda wants to sustain 6 launch, plans increased marketing, lease support Stacy94PGT Mazda Forum 0 02-03-2003 08:26
Mazda To Strengthen Domestic Dealer Network RPO83 Mazda Forum 0 10-31-2002 04:30
Mazda 'Zoom Zoom' advertising tagline to last at least another year RPO83 Mazda Forum 0 10-24-2002 07:30
Mazda banking on use of Ford platforms to help ensure profits Stacy94PGT Mazda Forum 0 05-29-2002 09:37

Powered by vBadvanced CMPS v3.2.2

All times are GMT -7. The time now is 22:13.



Powered by vBulletin® Copyright ©2000 - 2014, Jelsoft Enterprises Ltd.
Content Relevant URLs by vBSEO 3.6.0
Garage Plus vBulletin Plugins by Drive Thru Online, Inc.