Warning: getimagesize(http://www.adnews.com/images/36302.jpg) [function.getimagesize]: failed to open stream: HTTP request failed! HTTP/1.1 404 Not Found in /home/nas1r1/83/28/8202883/web/view.php on line 157
Warning: getimagesize(http://www.adnews.com/images/m36302.jpg) [function.getimagesize]: failed to open stream: HTTP request failed! HTTP/1.1 404 Not Found in /home/nas1r1/83/28/8202883/web/view.php on line 160
Mazda Canada breaks MX-5 RF campaign in Toronto
Automaker Mazda Canada has begun an out-of-home campaign promoting its new MX-5 RF sports car. Developed by J. Walter Thompson Canada, the four-week initiative consists of a digital billboard in downtown Toronto. The billboard incorporates a system that keeps a tally of the number of people who look at it. This number is displayed as part of the creative, with the intent of demonstrating that the car is a "head-turner." The campaign also makes use of additional out-of-home marketing in Toronto. The effort is timed to coincide with the Canadian International Autoshow, where the vehicle will be displayed.
"The MX-5 RF itself was really the inspiration for the work," said Ryan Spelliscy, chief creative officer at JWT Canada. "We felt that the advertising we create should be as eye-catching and innovative as the vehicle itself."
Media planning and buying was conducted by Excelerator Media. The media space is from Pattison Onestop. Production management was handled by Fourth Wall.