Easy reading.
Kurt Beren Geiger on advertising, politics and my life in general.

Well I usually don’t mix my job with this blog. I mean, of course my job’s interesting enough, but I already have a website to showcase my work. And I try to keep my commentaries on advertising somewhat objective. However, as this is the first time that I’ve been mentioned in a press release for something I’ve done (with the exception of this award), I’m throwing caution to the wind and objectivity out of the window…
So here’s a little info about what I’ve been doing at work recently, plus some interesting links on the subject as well…

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 www.12secondthriller.com 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

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

The campaign:
Mazda MX-5 12-Second Thriller Pre-Launch Campaign Presentation.

The films:
Mazda MX-5 Roadster Coupe 12-Second Thriller Kung Fu.
Mazda MX-5 Roadster Coupe 12-Second Thriller Zombies.
Mazda MX-5 Roadster Coupe 12-Second Thriller Shark.

The posters:
Mazda MX-5 Roadster Coupe 12-Second Thriller Kung Fu.
Mazda MX-5 Roadster Coupe 12-Second Thriller Shark.
Mazda MX-5 Roadster Coupe 12-Second Thriller Birds.

The website:
www.12secondthriller.com [archived]

Honourable mentions:
Adland: Mazda MX-5 Roadster Coupe. The 12 Second Thriller campaign.
Adrants: Mazda Celebrates Hard Top’s Twelve Second Erection Time.
Contagious Magazine: Mazda Movie Makers.
Revolution [October 16, 2006]: Mazda launches pan-European campaign for the MX-5.
Revolution [November 29, 2006]: Mazda invests major sum in digital promo.
Revolution [February 1, 2007]: Mazda Drives MX-5 Roadster with High-Quality Digital Film
New Media Age: Mazda uses six figure online campaign for MX-5.
Mad: Mazda premieres mini-movies.
ETTF: Mazda MX-5 Roadster Coupe zombie viral.
Caffeine Marketing: Mazda MX 5 Thriller Campaign.
Svenska Miataklubben [in Swedish]: Kampanjsajt för nya Mazda MX-5 Roadster Coupé.
Baked Bean Machine: 12 second thriller.
Brand Republic [Login required ]: Mazda launches pan-European campaign.
Sostav.ru [in Russian]: Агентство JWT выпустило мини-фильмы для Mazda.
Blue Moped [in German]: 12 Sekunden Thriller.
SendToFreind [in French]: 12 second thriller avec Mazda.
roycod.com [in French]: 12 second thriller for Mazda.
entreayeryhoy [in Spanish]: Mazda lanza campaña viral para promocionar su descapotable en 12 segundos.
Kreativt Forum [in Norwegian]: Mazda søker filmskapere.
Kampanje [in Norwegian]: Mazda søker filmskapere.
MX5.COMmunity: 12 second thriller.
Auto-Reporter [in German]: Pre-Launch-Kampagne Mazda MX-5 Roadster Coupe gestartet.
Auto Defket [in German]: Im Internet eigenes MX-5-Filmchen drehen.
Auto-Gebrauchtwagen [in German]: Pre-Launch-Kampagne Mazda MX-5 Roadster Coupe gestartet.
Autodino [in German]: Mazda MX-5 Roadster Coupe.
Fermodes [in German]: Mazda MX-5 Roadster Coupe spielt Hauptrolle in Pre Launch Kampagne.
Ebola Industries [in Italian]: Campagna thriller per la nuova Mazda MX-5 Roadster Coupe.
MX5 Austria [in German]: Film ab für das MX-5 Roadster Coupe.
AdverBox: Mazda MX-5 12-Second Thriller.
MarketingNews [in Spanish]: Mazda lanza campaña viral para promocionar su descapotable en 12 segundos.
AutoNews.fr [in French]: MX-5 à suspense.
Se KnoBlog [in German]: 12-Second-Thriller.
autoblog.it [in Italian]: Mazda MX-5 in… “12 second thriller”.
autodeclics [in French]: 12 secondes pour gagner un MX-5 Roadster Coupé.
didntyouhear: …Mazda’s MX-5 hardtop convertible thrills in 12 seconds?
Autoblog: 12-Second Thrillers at the Mazda MX-5 micro-site.
Autoblog: Mazda offering MX-5 Roadster Coupe to budding filmmaker.
CarSeller.ru [in Russian]: Спастись за 12 секунд.
AutoPlus.fr [in French]: Concours vidéo Mazda.
czasopismo [in Polish]: 12 second thriller.
Motors Blog: Three funny new Mazda MX-5 commercials showing how a fast deploying roof can be life-saver.
Japanese Car Watch: Mazda’s 12 Second Thriller.
Car Showroom: Mazda offering MX-5 Roadster Coupe to budding 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.
definitely maybe: Mazda MX-5 12-Second Thriller.
IdeasGrande: Mazda MX-5 Campaigns 12 Second Thriller.
Werbeblogger [in German]: Unsere Mailbox abarbeiten.
Teknikens Värld [in Swedish]: Gör en film och vinn en Mazda.
Svenska Dagbladet [in Swedish]: Ninjainvasion i reklambranschen.
AutoBild [in German]: Nur zwölf Sekunden.
Automotive.com: Make a Movie and Win a Mazda.
New Car Net: Make a Movie for Mazda and Win a Car.
ADME.RU [in Russian]: Пользователи интернета сами прорекламируют Mazda.
vigray.ru [in Russian]: Стартовал видео-конкурс Zoom-Zoom от российского представительства Mazda.
Autozine [in Dutch]: Filmwedstrijd bij Mazda.
rosinvest [in Russian]: Mazda объявляет видео-конкурс.
Autowelt [in German]: Mazda MX-5: Kurzthriller im Internet.
Yahoo! Auto [in French]: Mazda - Concours cinématographique.
mobile.de [in German]: Mazda MX-5 Roadster Coupé.
informburo.ru [in Russian]: Триллер для Mazda.
Der Standard [in German]: Ninjas und Zombies: 12-Sekunden-Thriller von Mazda im Netz.
The Business: Want to push your Snakes on a Plane? Get the bloggers in.
AutoSport [in German]: Mazda MX-5 Show der besonderen Art.
VSESMI.RU [in Russian]: Zoom-Zoom конкурс в интернете – на кону Mazda MX-5.
Medimurske Novine [in Hungarian]: Snimi film za Mazdu i osvoji automobil.
BizNews [in Rumanian]: Castiga un Mazda MX-5!
GQ [in Italian]: 12 secondi per vincere Mazda MX-5.
MotorLegend [in French]: Concours Mazda: et maintenant, la vidéo!
Avto.ru [in Russian]: Mazda начинает конкурс в Интернете.
Automobil-Blog [in German]: Mazda mit neuer Microsite für den MX-5.
Top Automobil [in German]: Ninjas, Zombies und der weiße Hai.
20 Minutes [in French]: Un roadster qui dégaine très vite.
Un film [in French]: Film, omniprésent….
auto.cz [in Czech]: Mazda MX-5 Roadster Coupé: 12 vteřin napětí.
MediaRevolution [in Russian]: Mazda снимает ужастики.
L’Extension [in French]: Mazda Roadster Coupé à gagner.
Road Look [in Polish]: Mazda MX-5 Roadster Coupé: 12 sekund akcji!
Motor News [in German]: Mazda MX-5 Show der besonderen Art - Ninjas, Zombies und der weiße Hai.
PubblicItà [in Italian]: JWT e Syzygy per la campagna virale di Mazda MX-5.
АвтоЯП [in Russian]: Mazda сняла 12-секундный ужастик .
AutoMotoPress [in Greek]: Mazda: Διαγωνισμός βίντεο για το Roadster Coupe.
Czasopismo [in Polish]: 12 second thriller.
Orange Clignotant [in French]: Concours de Clips Vidéo pour le lancement de la Mazda MX-5.
Ad Punch: Mazda MX-5 Ad: a 12-second Adventure.

Imitation is the highest form of flattery:
Super M.
The dog and the car.
They Came For our Mazdas.