Ford DM FOCUS TRAVEL MUG by Team Detroit

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Industry Cars
Media Direct marketing
Market United States
Agency Team Detroit
Creative Director Gary Pascoe, Larry Conely, Peter Levin
Art Director Izabela Porzycka
Copywriter Joe Mariucci
Producer Gail Dippong
Account Supervisor Denise Moczydlowksy
Released March 2010

Credits & Description

Category: Traffic & Brand Building
Product/Service: AUTOMOBILE
Date of First Appearance: Mar 15 2011
Entrant Company: TEAM DETROIT, USA
Creative Director: Gary Pascoe (Team Detroit)
Creative Director: Peter Levin (Team Detroit)
Creative Director: Larry Conely (Team Detroit)
Copywriter: Joe Mariucci (Team Detroit)
Art Director: Izabela Porzycka (Team Detroit)
Producer: Gail Dippong (Team Detroit)
Account Director: Lynn Banas (Team Detroit)
Account Supervisor: Denise Moczydlowksy (Team Detroit)
Account Executive: John Hitt (Team Detroit)
Direct Mail Operations: Tom Garner (Team Detroit)
Media placement: Direct Mail - Not Applicable - 15/03/2011

Describe the brief/objective of the direct campaign.
The challenge from our brief was to thank and reward those who pre-ordered an all-new 2012 Ford Focus. Whatever the solution, it needed to tie into the unexpected technology found in Focus.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
When you start a Focus, you start more than a car. In the vehicle itself, this is demonstrated through unexpected technology and a drive nothing short of invigorating. Creatively, this feeling needed to be captured and embraced by our recipients in a way that would excite for the vehicle to come. And just as importantly, the mailing needed to keep them from abandoning their plans to take delivery of the car when it arrived months later.

Explain why the creative execution was relevant to the product or service.
We created the Focus Travel Mug as a thank you to all those who pre-ordered the 2012 Focus. More than your standard mug, this delivered something totally unexpected. The layout of the mug was divided into three horizontal segments. The top and bottom were imprinted “Power on” and “2012 Focus,” respectively. The middle section was blank. That is, it was blank until the mug was filled with a hot liquid. Once filled, the middle section showed the engine Start/Stop button – a feature prominently shown in much of the Focus advertising.

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.
Sales of Focus are brisk with the number of people who pre-ordered, and received this mug, holding up their end of the bargain.