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Article: Mazda zooms into the ring-tone arena; Offers jingle to build awareness, nurture consumer connection.(News)
- Article from:
- Advertising Age
- Article date:
- October 4, 2004
- Author:
CopyrightCOPYRIGHT 2004 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: JEAN HALLIDAY
Mazda will dial up an extension of its "Zoom.Zoom.Zoom'' advertising theme song this month, offering a free digital download of the melody as a ring tone for cellphones.
The automaker said Michael Belitsos, exec VP-executive creative director at independent Doner, Southfield, Mich., hatched the idea during development of Mazda's first full-line TV commercial. The ring tone made its debut in that commercial, which aired during Olympic broadcasts. A voice whispers the tagline when a man answers his cellphone (see the spot at AdAge.com QwikFIND aap86e).
Robert T. Davis, senior VP-marketing and product development at Mazda ...