Wheel of Fortune by J. Walter Thompson Kuala Lumpur for Ford

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Wheel of Fortune

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Industry Cars
Media Case study
Market Malaysia
Agency J. Walter Thompson Kuala Lumpur
Released May 2012

Awards

Asia Pacific Advertising Festival (AdFest) 2013
PROMO LOTUS Best Use of Games, incl. sweepstakes, contests, prize-draws BRONZE

Credits & Description

Advertiser FORD MOTOR COMPANY
Product FORD FIESTA
Entrant JWT KUALA LUMPUR, MALAYSIA
Type of Entry Sales Promotion: Product/Service
Category Consumer Products
Title WHEEL OF FORTUNE
Sales Promotion/Advertising Agency: JWT KUALA LUMPUR, MALAYSIA
Edwin Leong Jwt Kuala Lumpur Deputy Chairman/Ecd
May Yong Jwt Kuala Lumpur Creative Group Head
Bala Chow Jwt Kuala Lumpur Senior Art Director
Eu Jin Foong Jwt Kuala Lumpur Writer
Jing Wei Wong Jwt Kuala Lumpur Writer
Yao Ding Ng Jwt Kuala Lumpur Designer
Reuben Kang Jwt Kuala Lumpur Audio-Visual Producer
Jonathan Lim Jwt Kuala Lumpur Group Account Director
Adrian Cheah Jwt Kuala Lumpur Account Director
Lin Tze Yee Jwt Kuala Lumpur Account Executive
Farris Baharom Jwt Kuala Lumpur Senior Planner
Goh Hong Kiat Take Two Productions Executive Producer
Lee Kah Loong Image Rom Sdn. Bhd. Photographer
Joey Wong/Timothy Tai Image Rom Sdn. Bhd. Producer
Beryl Chong/Hakwee Teng Image Rom Sdn. Bhd. Di Artist
Queenie Tham Sime Darby Autoconnexion Malaysia Senior Manager - Marketing/Communications
Hazel Khor Sime Darby Autoconnexion Malaysia Brand Manager
Veemala Rethinasamy Ford Export/Growth Malaysia National Sales Manager - Malaysia
Ong Chee Kong - Propmaster
Keith Ngiau - Video Editor
Hans Lee Jwt Kuala Lumpur Associate Creative Director
Kamal Chima Jwt Kuala Lumpur Production Manager
Describe the brief from the client:
Ford wanted to increase Fiesta sales before the end of 2011. So they decided to use the lucky draw as a test drive incentive. But these gimmicks have become ineffective towards the public. Therefore, a fresher approach was needed to appeal to potential customers.
Describe how the promotion developed from concept to implementation:
We made every test drive an event, just by fixing the Fiesta Wheel of Fortune (a combination of 2 familiar objects - a spinner and the Wheel of Fortune) to the Fiesta rim. At the end of every test drive, customers must run to the spinning wheel to see where it stops. Whatever prize the pointer indicates can be redeemed if they booked the Fiesta.
Describe the success of the promotion with both client and consumer including some quantifiable results:
This simple idea was rolled out to 53 Ford showrooms across the country. In 3 months (October – December 2011), test drives increased by a stunning 63%. It also generated 491 bookings in 4 weeks and a 4-month long waiting list for the car. But most importantly, Ford made an impact upon its return to the local market.
Explain why the method of promotion was most relevant to the product or service:
The Fiesta is a fun car, but this point can only be made by actually driving one. Hence, we need more people to test drive the Fiesta. But a test drive is seldom fun, or exciting. Using simple and familiar mechanics – a rim, and a wheel of fortune, we made every Fiesta test drive a game of chance. It added an element of suspense, and more importantly fun to the act of considering a Fiesta.