Ford Outdoor CITY STOP by J. Walter Thompson Bangkok

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Industry Cars, Traffic safety
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Thailand
Agency J. Walter Thompson Bangkok
Art Director Jirayu Ardsamang, Aekalak Kitdusitpong
Copywriter Clinton Manson, Jirayu Ardsamang
Producer Set Designer
Photographer Illusion Co. Ltd. Bangkok, Mars Co.
Account Supervisor Nattee Boonsong
Typographer Pannarai Juanroong
Illustrator Nimit Songsri-Mars
Released February 2013

Credits & Description

Category: Bars, Restaurants & Stores, etc.
Advertising campaign: CITY STOP
Other Credits: Engineer: Pattama Kantheeranont - Prommix
Art Director: Clinton Manson
Executive Creative Director: Clinton Manson
Advertiser's Supervisor: Jintana Jutasen
Photographer: Ltd.
Art Director: Jirayu Ardsamang
Copywriter: Jirayu Ardsamang
Art Buyer: Mindshare
Producer: Designer : En Di Li-Abac
Advertiser's Supervisor: Adisai Sirisinha
Art Director: Aekalak Kitdusitpong
Planner: Media Director : Chalalai Nakwilai - Mindshare
Account Supervisor: Nattee Boonsong
Copywriter: Clinton Manson
Photographer: Mars Co.
Art Buyer: Media Buyer: Chalalai Nakwilai
Illustrator: Nimit Songsri-Mars
Typographer: Pannarai Juanroong
Account Manager: Prattajariya Jalayanateja

Ambient Execution Description
Description of ambient execution:A set of wheels and safety cage are the basic features of many entry and mid-level cars. More expensive cars have features that most consumers don’t understand. When FORD launched a mid-tier car with hi-tech features like Active City Stop (ACS), we had a dual task: Educate consumers about ACS and that technology only found in luxury cars, is now available to everyone. To demonstrate this technology, we used shopping carts.Almost everyone has had a shopping cart graze their leg. An estimated 35,000 people are seriously injured (or killed) in shopping-cart accidents every year (U.S. Consumer Product Safety). These collisions are similar to minor accidents in a car driving less than 30KM/H that don’t brake in time. By applying preventive accident technology to shopping carts, complicated ACS technology became relevant and easily understood by everyone. Ford’s ACS with distance sensors, brakes and speakers were simplified and fitted on shopping-carts in shopping centres across Bangkok. Motion sensors on the shopping cart engaged the brakes to help prevent an accident and a recorded message was played from the micro-speaker: “Prevent accidents with Automatic City Stop from Ford Focus. Technology only found in luxury cars, now available to everyone”.As part of an integrated All-New Ford Focus launch in Thailand, vehicle sales increased by more than 300% and raised favorable opinion of the Focus brand from 51% to 73%% and customer consideration score increased from 44% to 70%.