Mazda launches microsite to drive MX-5 sales
- Added:
- Jul 29, 2005
The site, www.mx5liveit.co.uk goes live on 1 August, and aims to generate pre-order sales ahead of the two-seater roadster’s retail launch in November.
Site visitors will be able to pre-order an MX-5 with engine, specification and colour choice from the five-model range.
An online advertising campaign running on automotive, lifestyle and news and sport sites will promote the microsite and a combined TV, cinema and viral campaign will be launched in 2006.
Jeremy Thomson, marketing director at Mazda Motors UK said: “As a challenger brand we know the strategy of viral, online and TV combined works for us and pre‑order has been deployed very successfully to build anticipation for previous launches.”
"In 2003, the pre-order facility for the rotary-powered Mazda RX-8 sports coupé microsite took 1,777 orders, more than 75% above target. In 2004, Mazda RX-8 became Britain's most popular sports car, and the online strategy was a key factor in its success.”
The third generation of the Mazda MX-5 was unveiled at the Geneva Motor Show in March 2005. Three hundred 2.0 litre models were first made available for MX-5 UK Owners Club members to pre-order in July 2005 priced at £19,995 on-the-road.
The firm said that the microsite platform can be customised to support the needs of other markets and incorporate a payment facility if required.
Gareth Phillips, managing director at interactive agency Syzygy UK said: “Automotive brands are increasingly placing interactive media at the centre of their marketing efforts – online is particularly suited to Mazda’s pre-order strategy.”