Mazda launches pan-European campaign for the MX-5

by Danielle Long, Revolution UK 16-Oct-06, 14:30

LONDON - Mazda has invested a six-figure sum in its first online-led campaign to promote the new MX-5 Roadster Coupe, which features a viral mini-movie with various different outcomes.

The pan-European campaign, which features three viral videos and a microsite, will also be supported by an offline poster campaign to drive users online.

The campaign aims to build on the "twelve second thriller" theme of the offline campaign, which refers to the fact the MX-5 Roadster Coupe boasts the fastest reclining hard top in the world at 12 seconds.

The microsite features an interface that allows visitors to create a humorous 12-second mini-movie, with 16 possible outcomes from a selection of four genres and four character sets. Each combination features the new car, and the driver must avoid menaces such as being attacked by a kung fu warrior.

The microsite also enables users to email or SMS clips to friends and post their clips online for the chance to win a prize.

Pieter Dorenbosch, e-business manager at Mazda Motors Europe, said: "The extension of the 'twelve second thriller' concept online is a great example of how Mazda's agencies are working together on campaigns.

"It's also a result of our greater commitment to digital channels, with a record percentage of our overall marketing budget being devoted to digital this year. Our brief, which required high production values, was serious about making the humorous material appealing for our audience, who we expect to involve in a rewarding experience."

The microsite was created by interactive agency Syzygy, while JWT created the viral videos. The "twelve second thrillers" were directed by David Kerr, whose credits include 'Footballers' Wives', 'That Mitchell and Webb Look' and ads for McDonald's. VFX and post production work was by Golden Square's digital arm Disqo.'

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.