Ford DM PRE LAUNCH THROUGH TWITTER by Wunderman Buenos Aires

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PRE LAUNCH THROUGH TWITTER

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Industry Cars
Media Direct marketing
Market Argentina
Agency Wunderman Buenos Aires
Released October 2010

Credits & Description

Category: Best Low Budget Campaign
Advertiser: FORD
Product/Service: AUTOMOBILE
Agency: WUNDERMAN BUENOS AIRES
Date of First Appearance: Oct 1 2010
Entrant Company: WUNDERMAN BUENOS AIRES, Buenos Aires, ARGENTINA
Entry URL: http://dontmissthis.wavenet.com/newfordfiesta/
General Creative Director: Alfonso Cornejo Lavin (Wunderman)
General Creative Director: José Azanza Arias (Wunderman)
Group Account Director: Matías Ezcurra (Wunderman)
Account Director: Eugenia Ramos (Wunderman)
Account Executive: Cecilia Raczko (Wunderman)
Media placement: Social Networking Campaign - Twitter - 1st October 2010

Describe the brief/objective of the direct campaign.
We had to launch the New Ford Fiesta. But we had only 1 car, a low budget and no more than 5 days to let a whole country know about the car.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We decided to do something extremely different rather than a conventional launch.

We called one of the most popular twitter users in the country to become the host of mini-interviews with local celebrities telling their Twitter followers about the experience by using the hashtag #nuevofiesta

The New Ford Fiesta turned into a mobile set of live and direct television via Twitter and Ustream, and people could follow it from their cell phones and computers thus getting in the car before it reached the dealerships.

Explain why the creative execution was relevant to the product or service.
We also showed the car to the people by taking it to key points in the city. In this way, many people could get to know the car.

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.
We contacted more than 250.000 people through Twitter, which equals 50% of all users in Argentina. Our Youtube channel was one of the most visited in the country and reached 6.000 broadcasts in 5 days. Hundreds of persons could know the car and get into the Nuevo Ford Fiesta before it arrived to the car dealers. Docens of blogs talked about the action and, as a consequence, we obtained a great exposition in the media and in the web, without spending money, absolutely free.
Finally we positioned the New Ford Fiesta in the top of mind of the target as an innovative, technological and super designed car, exceeding all sales expectations.