Practical life help instead of classic advertising

From quickly folding a T-shirt, to preparing hard-boiled ice cream in the shape of a heart, or uncorking a wine bottle without a bottle opener, to properly cutting a mango - "life hacks by Mazda" is more than just advertising. The campaign offers practical life help on TV every day and illustrates the brand philosophy.

From April to December (interrupted by a short break in the summer months of June, July and August) Mazda will show the spots on the stations RTS Un, RSI La 1, SRF1 and SRF Info, announces a statement on Thursday. In each case eight seconds before and four seconds after the meteo Mazda as a sponsor makes it possible to experience what characterizes the brand as a corporate philosophy: Its very own history, its very own technology and its very own approach to things.

In addition to breaking with convention in terms of content, there is also a formal aspect: Instead of using one commercial, as is usual with sponsorship formats, the Mazda campaign uses no less than forty different films. The aim is to show viewers that they, too, have an infinite number of ways to break conventions, to do things better every day, and to make their lives more beautiful and easier.

The starting point of the accompanying campaign in social media is the microsite Mazda.ch/lifehacks (online from April 2, 2015), which was realized with the support of the online agency dotpulse from Zurich. Here, all spots will gradually be put online.

The overall campaign is divided into two parts. In the first phase, Mazda will exclusively present the life hacks. In the second phase, which is scheduled to begin on April 22, users will have the opportunity to actively participate, uploading their own life hacks and taking part in a competition. Nothing has been revealed yet about the main prize. However, it is in line with Mazda's characteristic philosophy of questioning everything in order to find better solutions, according to the release.