Mazda wanted an integrated pre-launch campaign for their new Mazda MX-5 Roadster Coupe. The roadster is thrilling to drive and has a retractable hardtop that opens in 12 seconds. We put two and two together and came up with the “12 Second Thriller”. We took cues from the thriller film genre, creating an engaging mixture of driving dynamics and movie magic. And it all works because the core of the roadster market consists of the kind of thrill-seeking guy who enjoys this film genre and spends some of his leisure time online.

Viral-film seeding began as the campaign’s microsite went online in six languages. The seeding was supported by PR activities and active participation in online discussion forums. The microsite included several activities, including the possibility of “creating” 16 short films that paid tribute to different movie genres. The campaign adverts were then run in Mazda customer and TV & movie magazines. Guerrilla activities, such as outdoor posting occurred at the same time as stickers and lenticular postcards were distributed in popular cafés and nightspots. Banner advertising supported the final “Make your own thriller” contest phase.