As part of its latest innovative marketing campaign, to build awareness of its new two-seat Wind Roadster, Renault UK is hoping to be a breath of fresh air in the clammy weeks ahead with www.12secondstrip.co.uk. The contest, which has just begun, sees the auto brand inviting internet users to post video clips of themselves or anyone they know, trying to strip down to just a single layer of clothing in less than 12 seconds, the exact time it takes for the innovative roof to open and close on its latest model.
Of course, the company doesn’t expect entrants to dress up in their birthday suits. To be eligible to win, entrants need to abide by the rule of ‘stripping down from winter clothing to summer attire’. Contestants are free to interpret this however they wish, whether their initial outfit consists of trench coat, scarf, gloves and wellies, or simply a woolen hat together with a sun-kissed bikini.
Whether contestants film themselves in their own homes, hide away in the photocopying room, or take a walk on the wild side by undressing in a public place, within reason, all entries will be accepted. For a chance to driving away in the Wind Roadster, Renault’s compact and stylish two-seater coupé-cabriolet, entries should stand out from the crowd. They can be outlandish, feature unusual clothes (or a lack of them), interesting people or even an iconic landmark.
The more indecisive, could opt for filming themselves in front of one of the interactive screens which Renault will be using in London and Manchester, to countdown the seconds it takes to open or close Wind Roadster’s innovative electric roof. The screens will show a short clip of the car and its roof opening, followed by the words, “Now it’s your turn”. Entrants might also wish to consider racing the roof in real-life, by going to their nearest dealer and filming in front of one of their display cars.
Clips lasting no longer than 12 seconds, can be uploaded directly into the site, www.12secondstrip.co.uk or through YouTube with the tag “12secondstrip”. The Renault microsite will allow visitors to see rival entries or simply browse for fun. For simple and effective navigation, it will also be split into several sections: clumsy, funny, sexy and the almost now obligatory, outtakes.
Wannabe-Wind Roadster owners have to submit their spots until 30 September. The winning entry will be chosen by a UK judging panel, entrants must be UK residents and aged over 18.