Ford Design & Branding FIESTA WHEEL OF FORTUNE by J. Walter Thompson Kuala Lumpur

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FIESTA WHEEL OF FORTUNE

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Industry Cars
Media Design & Branding
Market Malaysia
Agency J. Walter Thompson Kuala Lumpur
Creative Group Head May Ling Yong
Copywriter Jing Wei Wong, Eu Jin Foong
Designer Yao Ding Ng
Producer Joey Wong, Timothy Tai, Reuben Kang
Photographer Lee Kah Loong
Released October 2011

Awards

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

Credits & Description

Category: Promotional Item Design
Advertiser: FORD
Product/Service: FORD FIESTA
Agency: JWT KUALA LUMPUR
Deputy Chairman/Executive Creative Director: Edwin Leong (JWT Kuala Lumpur)
Creative Group Head: May Yong (JWT Kuala Lumpur)
Copywriter: Eu Jin Foong (JWT Kuala Lumpur)
Senior Art Director: Bala Chow (JWT Kuala Lumpur)
Copywriter: Jing Wei Wong (JWT Kuala Lumpur)
Designer: Yao Ding Ng (JWT Kuala Lumpur)
Producer: Reuben Kang (JWT Kuala Lumpur)
Group Account Director: Jonathan Lim (JWT Kuala Lumpur)
Account Director: Adrian Cheah (JWT Kuala Lumpur)
Account Executive: Lin Tze Yee (JWT Kuala Lumpur)
Planner: Farris Baharom (JWT Kuala Lumpur)
Propmaster: Ong Chee Kong
Video Editor: Keith Ngiau
Executive Producer: Goh Hong Kiat (Take Two Productions)
Photographer: Lee Kah Loong (Image Rom)
Producer: Joey Wong/Timothy Tai (Image Rom)
DI Artist: Beryl Chong/Hakwee Teng (Image Rom)
Senior Manager - Marketing And Communications: Queenie Tham (Sime Darby Auto ConneXion)
Brand Manager: Hazel Khor (Sime Darby Auto ConneXion)
National Sales Manager: Veemala Rethinasamy (Ford Export & Growth Malaysia)
Media placement: Sales Promo Device - Ford Showrooms - 1 October 2011
Describe the brief from the client
Ford wanted to increase sales before the end of 2011. To achieve this, they needed more people to test drive the Fiesta within 3 months.
Describe the challenges and key objectives
Rewarding people with prizes at test drives was no longer a novelty. It is something people expect when buying a car. So how do we differentiate ourselves, and get jaded consumers excited over a Fiesta test drive?
Describe how you arrived at the final design
The Fiesta Wheel of Fortune (a combination of 2 familiar objects – a spinner and the Wheel of Fortune) was attached to the Fiesta rim. By doing so, an ordinary test drive turned into a game of chance.
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.
This campaign changed the public’s perception towards incentivised test drives, and Ford Fiesta test drives increased naturally.
Give some indication of how successful the outcome was in the market
This simple idea was rolled out to 53 Ford showrooms across the country. In 3 months (October to 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. However, most importantly, Ford made an impact upon its return to the local market.