Ford DM SCROLL DOWN TO SPEED UP! by Ogilvy & Mather Vienna, Wunderman Vienna

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Industry Cars
Media Direct marketing
Market Austria
Agency Ogilvy & Mather Vienna
Agency Wunderman Vienna
Executive Creative Director Tom Krutt
Art Director Patrik Sünwoldt
Client Service Director Natalia Bublik
Released May 2009

Credits & Description

Category: Direct Response Digital: Email Marketing
Product/Service: FORD FOCUS RS
Date of First Appearance: May 14 2009 12:00AM
Entrant Company: WUNDERMAN VIENNA, Vienna, AUSTRIA
Entry URL:
Executive Creative Director: Tom Krutt (Wunderman Vienna)
Art Director: Patrik Sünwoldt (Ogilvy & Mather)
Screen Designer: Georg Buchegger (Wunderman Vienna)
Copwriter: Marcus Zbonek (Ogilvy & Mather)
Account Director: Iris Kumpfmüller (Ogilvy & Mather)
Client Service Director: Natalia Bublik (Wunderman Vienna)
Media placement: E-Mail - Ford Newsletter System - 15.4.2009

Describe the brief/objective of the direct campaign.
Communication of the most dynamic European Ford model ever in the most static online medium ever: in a Ford html-newsletter. 5,9 sec from 0 to 100 km/h. This incredible figure was our product's impressing USP. The carefully selected target audience of Ford, rally and motor-sports-enthusiasts really knew what this figure meant ...

Explain why the creative execution was relevant to the product or service.
The strength: It's as simple as it could be, and it dramatises the message perfectly with a lot of humour and visual power. You can virtually experience the new car – only with one finger and basic technology. The brand: We bring the dynamics of the brand to life. Ford kinetic Design creatively executed in its perfectly matching E-Mail. The Austrian brand claim 2009 – Moving even when it stands still – an ideal execution!

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
0 to 100 km/h in 5,9 s – the feeling of speed brought to life in an almost static medium. Solution: Feel the speed by scrolling down and virtually speeding up from 0 to 100 – in 5,9 seconds (depends on your PC and your scrolling skills). Waiting for the the 100 km/h mark: The new Ford Focus RS plus more emotional info and a link to a test-drive-registration-form at appear.

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.
E-Mails sent: 22.860 • Unique Opens: 8.311 Rate: 36,36 % • Unique Clicks: 2.329 Rate: 10,19 % • Generated Test Drives: 480 • 300 Focus RS sold within four weeks after E-Mail • Total Costs: € 3.700,–