Ford Print 8 MINUTES SHORT FILM COMPETITION by Ogilvy & Mather Dublin

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Industry Cars
Media Print, Magazine & Newspaper
Market Ireland
Agency Ogilvy & Mather Dublin
Director Brian Williams
Executive Creative Director Mike Mesbur
Creative Director Colin Nimick
Art Director Laurence O'byrne
Copywriter Emma Fielding
Released April 2012

Credits & Description

Category: Corporate Image & Information
Advertiser: FORD IRELAND
Executive Creative Director: Mike Mesbur (Ogilvy & Mather Dublin)
Creative Director: Colin Nimick (Ogilvy & Mather Dublin)
Copywriter: Emma Fielding (Ogilvy & Mather Dublin)
Art Director: Laurence O'Byrne (Ogilvy & Mather Dublin)
Director: Brian Williams (Supersixtyeight)
DOP: Simon Walsh
Camera: Rua Meegan
Music Composition: Jon Hopkins (Domino)
Media placement: Online Promotion - Online - 17th April 2012

Describe the objective of the promotion.
The submitted film was created to promote 8 Minutes – The Ford Short Film Competition. The competition was created in partnership with Titanic 100 Cobh 2012 to commemorate the 100th anniversary of Titanic’s maiden voyage. Ford believed the fateful events of April 15th 1912 would be rich inspiration for amateur film-makers.

Describe how the promotion developed from concept to implementation.
To promote the competition and motivate film-makers to enter, we created a short format internet film in the style of film titles. We shot underwater sequences of personal belongings sinking to the bottom of the ocean as homage to the floundering Titanic over 100 years ago. The film was posted on the competition website, partnering websites and YouTube. The film is also being accompanied by a direct marketing campaign targeting film schools and film bodies.

The film is live during a time when Titanic dramas and documentaries are being broadcast continuously and memorial events are happening throughout Ireland.

Explain why the method of promotion was most relevant to the product or service.

The method of promotion is the most relevant when the target audience is taken into consideration.
Film-makers respond to film; it's their love and passion and it was felt that to motivate them it was necessary to create a film to inspire their artistic sensibilities. The use of film titles is an effective way of carrying information about a short film competition in a format that we felt would encourage aspiring directors. This particular target audience also has the highest rates of internet usage in Ireland so this was the strongest medium to carry the promotional message.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The campaign went live on April 17th and has already generated entries from 8 of Ireland's film college courses, as well as an entry from a young film-maker from as far away as Mexico. Due to the phenomenal response already Ford has committed to running the short film competition next year with the aim of making it a long term sponsorship for the Ford Brand.