Ford DM, Design & Branding OWNER´S MANUAL by J. Walter Thompson Buenos Aires

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OWNER´S MANUAL

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Industry Cars
Media Direct marketing, Design & Branding
Market Argentina
Agency J. Walter Thompson Buenos Aires
Executive Creative Director Pablo Alvarez Travieso, Gonzalo Vecino
Art Director Diego Correa
Copywriter Esteban Garcia, Guido Freiberg, Juan Manuel Marin Fraga
Producer Fabian Catanese
Account Supervisor Carolina Gay
Illustrator Ezequiel Volpato
Released November 2010

Credits & Description

Category: Cars & Automotive Services
Advertiser: FORD ARGENTINA
Alternative Title: TIPS
Product/Service: AUTOMOBILE
Agency: JWT ARGENTINA
Date of First Appearance: Nov 14 2010
Entrant Company: JWT ARGENTINA, Buenos Aires, ARGENTINA
Executive Creative Director: Pablo Alvarez Travieso / Gonzalo Vecino (JWT)
Creative Director: ESTEBAN GARCIA / DIEGO CORREA (JWT)
Copywriter: JUAN MANUEL MARIN FRAGA / ESTEBAN GARCIA / GUIDO FREIBERG (JWT)
Art Director: DIEGO CORREA (JWT)
Illustrator: EZEQUIEL VOLPATO (JWT)
Producer: FABIAN CATANESE (JWT)
Account Supervisor: Carolina Gay (JWT)
Account Manager: Eduardo Parapugna (JWT)
Planner: Gonzalo Fonseca (JWT)
Media placement: - - - - -
Describe the brief/objective of the direct campaign.
Ford needed to communicate the launch of the New Ford Fiesta, a car equipped with very special features. And at the same time, do it with an appealing aesthetics. The Challenge was to position the New Ford Fiesta with a different communication from the one generally used for these types of vehicles. That´s why we decided to position the Vehicle for young single men.
And starting from that positioning we developed a platform that communicated via tips, all the things single men have to do before they marry.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The campaign chose to communicate with the target via Tips that were based in insights particular of the moment in life the target is going through (young and single). To increase the relationship with the buyers, we developed a container that came with all the tips included. The buyer received this container, inside the car´s glove compartment, when he purchased the New Ford Fiesta.
Explain why the creative execution was relevant to the product or service.
Considering the strategy established to communicate the launch of the new Ford Fiesta, the way to do so is clearly aligned to the strategy, seeking to surprise the consumer with an innovative communication that also surprised him inside the actual vehicle.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The sales of the New Ford Fiesta surpassed all brand expectations. All the units were sold and due to the great demand of the product, the brand had to import more units than what they planned before the launch of the campaign.