Emma Rigby Revolution UK, July 27, 2005

Mazda is also launching a viral mimicking the 80s film Mannequin to point out the sex appeal of the Mazda5 C-MAV, which went on sale this week. The campaign, run through DMC, features a web-first ad created by JWT Germany. It shows a group of female mannequins in lingerie being driven through a city by a window dresser in the car. One dummy is so moved by the experience it has a life-like reaction. Views can click through from the site to view Mazda’s other viral films.

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NMA, 22 July 2005

Mazda has launched its eighth online viral and buzz marketing campaign, aimed at raising brand awareness and boosting demand for the Mazda 5 ahead of the mainstream marketing campaign next month. Designed to grab the attention of the young and open-minded, the titillating ad features a group of female mannequins in lingerie being driven through a city by a window dresser in the new Mazda 5. Mazda UK ad manager Melanie Srocznski said the campaign extends one of the company’s core marketing strategies: pre-launch brand marketing activities for TV ads.

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Precision Marketing, 22 July 2005

Mazda is launching a ‘racy’ commercial, featuring female mannequins cavorting in the back of the new Mazda5 C-MAV, to raise awareness of the marque and boost test-drives. The online ad, by Digital Media Communications (DMC), is designed to grab the attention of men by featuring mannequins forming tears and revealing their stockings, as they are impressed by the car’s handling.

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Darren Davidson - mad.co.uk, 19 July 2005

Mazda is rolling out a nationwide TV campaign to support the launch of the new Mazda5 C-MAV, which is inspired by the cult eighties movie Mannequin. The campaign will begin with an online viral and buzz marketing campaign developed by Digital Media Communications (DMC), showcasing the ad created by JWT Germany.

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Our 10th Virgin Mobile online viral and buzz marketing campaign is appropriately for the 10th annual V festival.

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Our eighth Mazda online viral and buzz marketing campaign pre-launches a titillating new TV ad called ‘Mannequin’.

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