European CGM Contest – The 12-Second Thriller

In Europe, Mazda has an interesting CGM video contest happening. Its promoting the launch of the new retractable hardtop Mazda MX-5 (the sports car formerly known as Miata).


It’s called The 12-Second Thriller because it takes 12 seconds to either open or close the hardtop.

Users create their own video and upload it to the microsite for a chance to win an Mazda MX-5 Hardtop and some Bose hardware. The grand prize winner will be presented with the car at the 2007 Geneva Motor Show. For an automobile-themed contest, you can’t get much cooler than that.

Visitors to the site, on the other hand, have the pleasure of viewing both some funny trailers as well as the user-submitted videos.


3 Responses to European CGM Contest – The 12-Second Thriller

  1. JWT says:

    Mazda MX-5 Roadster Coupe. The 12 Second Thriller campaign.

    Mazda Motor Europe has unveiled an online-led advertising campaign, the “12 Second Thriller”, to promote its new Mazda MX-5 Roadster Coupe. Scheduled for launch in early 2007, the world’s bestselling roadster will be outfitted with the fastest folding hardtop roof currently available. It can open or close in 12 seconds flat – which beds for the campaign theme.

    In addition to the advanced hardtop technology, the “12 Second Thriller” campaign plays upon the best-in-class handling and performance of the Mazda MX-5 Roadster Coupe. The roadster is an absolute thriller. And that’s why we’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 Mazda’s Zoom-Zoom personality.

    The campaign idea, three “viral” films and three posters promoting were created by JWT-Düsseldorf 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 Europe’s lead agency JWT-Düsseldorf said, “It’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 “12 Second Thriller“ is just such an idea.”

    Igor Karpalov, Art Director on the project said, “We wanted to tell a funny and engaging story that really took its jumping off point in the product itself.” Kurt B. Geiger, Copywriter said, “And the story’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.”

    Damian Donnellan, Communications Manager at Mazda Motor Europe said, “We wanted to reach the core of the roadster market, and that’s the kind of people who are thrill seekers – and who not surprisingly enjoy the thriller genre – and who often spend their entertainment time online. We’re doing that and creating brand familiarity at the same time. All in a Zoom-Zoom way.”

    Pieter Dorenbosch, e-Business Manager at Mazda Motor Europe, said, “As 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.”

    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

    Agency: JWT-Düsseldorf
    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

    Michael Buttlar, Global Business Director Mazda
    Kaistraße 2
    40221 Düsseldorf
    T: +49 211 1592450
    F: +49 211 15924510

  2. […] filmmaker. Emporio [in German]: Mazda MX-5 Roadster Coupe Pre-Launch-Kampagne. Enter To Win: European CGM Contest – The 12-Second Thriller. Car Keys: Win A Mazda MX-5. bigumigu [in Turkish]: Mazda MX-5 12-Second Thriller – Yorumlar. […]

  3. Dehydration says:

    Somehow i missed the point. Probably lost in translation 🙂 Anyway … nice blog to visit.

    cheers, Dehydration.

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