Mazda Motor Europe has unveiled an online-led advertising campaign, the â€œ12 Second Thrillerâ€, to promote its new Mazda MX-5 Roadster Coupe. Scheduled for launch in early 2007, the worldâ€™s bestselling roadster will be outfitted with the fastest folding hardtop roof currently available. It can open or close in 12 seconds flat â€“ which beds for the campaign theme.
In addition to the advanced hardtop technology, the â€œ12 Second Thrillerâ€ campaign plays upon the best-in-class handling and performance of the Mazda MX-5 Roadster Coupe. The roadster is an absolute thriller. And thatâ€™s why weâ€™ve taken our creative cues and inspiration from the world of thrilling feature films. This engaging mixture of driving dynamics and movie magic speaks directly to our target audiences and exemplifies Mazdaâ€™s Zoom-Zoom personality.
The campaign idea, three â€œviralâ€ films and three posters promoting 12secondthriller.com were created by JWT-DÃ¼sseldorf for Mazda Motor Europe. The virals were directed and produced by Maverick Media and the online experience was produced by Syzygy-London. Check out the website and create your own thriller!
Eddy Greenwood, European Creative Director for Mazda Motor Europeâ€™s lead agency JWT-DÃ¼sseldorf said, â€œItâ€™s important for a lead agency like JWT to deliver creative ideas that work seamlessly in all media environments and that inspire all the other agencies involved to produce work of creative excellence. The â€œ12 Second Thrillerâ€œ is just such an idea.â€
Igor Karpalov, Art Director on the project said, â€œWe wanted to tell a funny and engaging story that really took its jumping off point in the product itself.â€ Kurt B. Geiger, Copywriter said, â€œAnd the storyâ€™s that the new MX-5 is thrilling to drive and the retractable hardtop opens and closes in 12 seconds. So we just put two and two together.â€
Damian Donnellan, Communications Manager at Mazda Motor Europe said, â€œWe wanted to reach the core of the roadster market, and thatâ€™s the kind of people who are thrill seekers â€“ and who not surprisingly enjoy the thriller genre â€“ and who often spend their entertainment time online. Weâ€™re doing that and creating brand familiarity at the same time. All in a Zoom-Zoom way.â€
Pieter Dorenbosch, e-Business Manager at Mazda Motor Europe, said, â€œAs the automotive industry moves more of its advertising budget online the integration of our marketing communications and media usage is vital for success. JWT has provided the kind of creative assets that all of our communication partners can use and expand upon.â€
Title: Mazda MX-5 12-Second Thriller
Films: Kung Fu, Shark and Zombies
Use: 2006 Pan-European
Client: Mazda Motor Europe
Vice President Marketing: Masahiro Moro
Communications Manager: Damian Donnellan
e-Business Manager: Pieter Dorenbosch
Creative Director: Eddy Greenwood
Creatives: Kurt B. Geiger and Igor Karpalov
Viral Director: Seamus Masterson
Viral Production Company: Maverick Media
Poster Photography: Peer Brecht
Online Production: Syzygy-London