This is the first campaign since McCann took over the business from DDB early this year, which focuses on using online media to reach out to a much wider but targeted audience in car related forums and via the web.
The mini-site, which rolled out today features a number of viral videos themed "For the love of speed" that include the fastest rice cake making chefs from Japan, undress in five seconds, the world's fastest cup stacking champion and minute painter.
The digital campaign that runs on Yahoo and Atnext includes TV spots, ads in newspapers, on outdoor billboard and radio.
Mediacom handle media buying and planning for this campaign.
