Ford DM NEW FIESTA STORIES by J. Walter Thompson Sao Paulo

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Industry Cars
Media Direct marketing
Market Brazil
Agency J. Walter Thompson Sao Paulo
Creative Director Roberto Fernandez David
Art Director Fernando Sperb, Filipe Cuvero | Vinicius Montana | Rogerio Puhl
Copywriter Christian Fontana, Raul Palhares, Tamires Gomes
Released September 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: FORD
Product/Service: FIESTA
Date of First Appearance: Sep 13 2010
Entrant Company: JWT BRAZIL, São Paulo, BRAZIL
Entry URL:
President / Chief Creative Officer: Mario D’Andrea (JWT)
Creative Director: Roberto Fernandez (JWT)
Creative Director / Copywriter: Fábio Brandão (JWT)
Creative Director / Art Director: Rinaldo Ferrarezzi (JWT)
Copywriter: Christian Fontana (JWT)
Copywriter: Raul Palhares (JWT)
Copywriter: Tamires Gomes (JWT)
Art Director: Fernando Sperb (JWT)
Art Director: Filipe Cuvero (JWT)
Illustration: (Big Studio)
Produccer: Fabio Sato/Flavio Colella (JWT)
Art Buyer: Vanessa Nunes (JWT)
RTV: Marcia Branco/Bruna Trentin (JWT)
Technology: Willian Arantes/Vanderson Arruda (JWT)
Montion Design: Francisco Andrade (JWT)
Account Team: Sergio Silveira/Priscila Oliveira/Livia Rodrigues/Mariana Braga/Marina Monfrinat (JWT)
Planner Team: Ken Fujioka/Paulo Macari/Patrice Lamiral/José Lucas/Rafael Buciani (JWT)
Media Team: Ezra Geld/Renata Valio/Silvana Trevizan/Priscila Dias/Marcelo Bicudo (JWT)
Client Supervisor: Jorge Chear/Antônio Baltar/Mauricio Greco/Rode Alves/Lucíola de Almeida/Carla Fr (Ford)
Production Company: Felipe Briso/Georgia Guerra-Peixe/Giuliano Saade (Big Bonsai / Bossa Nova Films)
Media placement: Internet - Facebook - 13/09/2010

Describe the brief/objective of the direct campaign.
Launch the New Fiesta to the early adopters - consumers eager for novelties and accustomed to modernity.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

The New Fiesta is a car that is changing the history of Ford. The idea was to show that this launch would change people’s life stories as well. An action was developed in which ordinary people were approached and invited to enter the car. The New Fiesta took them to a surprising place they had never imagined, literally changing their life stories. Each of these "New Fiesta Stories" was told on Facebook, strongly affecting the early adopter public - so much so that the expected sales for two months were achieved in the first month, and test drives increased by 43.7%.

Explain why the creative execution was relevant to the product or service.
For a car that aimed to attract early adopters, being the first car launch on Facebook in Brazil was very effective. The New Fiesta page on Facebook became the largest car page in the country, with five times more fans than the next runner up. Facebook banners promoted the campaign.

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.
Top 3 among Google car searches.
401,461 visits.
188, 387 clicks on “Like”.
1,628 references in social media.
And approximately R$ 725,000 in spontaneous media.
Now we know we changed the stories of a lot of people.