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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NMA, 10 June 2005

One of the key factors in the rise of the Web is that, with limited regulation, you can get away with more things online than you could offline. Advertising, for example, has often been edgier on the Web than in other media, particularly with its attempts to go viral. But as audiences broaden out and mainstream advertisers increase their online budgets, how much longer will risque advertising be part of the mix?:

“I’m sure at some point there’ll be some regulation,” says DMC’s MD Justin Kirby. “The problem with regulation is that it just drives things underground.”

NMA, 10 June 2005

The ASA is to consider extending its advertising code to viral advertising, a move that could deter mainstream advertisers from running edgier campaigns online. Justin Kirby, co-founder of the Viral and Buzz Marketing Association, questioned whether the regulators could justify extending their remit in this area:

There’s a very big difference between advertising that you have no control over the way it’s presented to you, and something that you’re proactively engaged with and seeking something out.

NMA, 20 May 2005

Car manufacturer Mazda is launching an online viral and buzz marketing campaign featuring a film clip created exclusively for the Web by production company Quite Storm. The campaign has been planned by specialist viral agency DMC to run across a range of lifestyle and sport sites to raise awareness of Mazda’s B-Series pick-up.

DMC has launched the seventh Mazda online viral and buzz marketing campaign, featuring a cheeky web-exclusive clip by Quiet Storm.

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Alan Connor BBC News Election 2005, 4 May, 2005

Make Votes Count is an amalgam of various campaigning groups who would like to see changes to our “first past the post” system … they’ve got together with the viral marketers at DMC and set up a page called Subservient Blair

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Sydney Morning Herald, April 28 2005

Absolut and CUB are joining a long list of marketers globally who are looking at alternative forms of marketing to get through the increasingly cluttered advertising landscape, says Justin Kirby of the UK-based Viral and Buzz Marketing Association

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