Ford Print ECO SPORT RUNNER X by J. Walter Thompson Buenos Aires

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ECO SPORT RUNNER X

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Industry Cars, SUV & Four Wheel Drive
Media Print, Magazine & Newspaper
Market Argentina
Agency J. Walter Thompson Buenos Aires
Executive Creative Director Pablo Alvarez Travieso, Gonzalo Vecino
Art Director Juani Peirano
Copywriter Guido Freiberg
Producer Laura Martinez
Photographer Coni Dietrich
Account Supervisor Eduardo Parapugna
Released September 2011

Credits & Description

Category: Cars & Automotive Services
Advertiser: FORD
Product/Service: ECOSPORT
Agency: JWT ARGENTINA
Executive Creative Director: Gonzalo Vecino (JWT)
Executive Creative Director: Pablo Álvarez Travieso (JWT)
Art Director: Juani Peirano (JWT)
Copywriter: Guido Freiberg (JWT)
Account Supervisor: Eduardo Parapugna (JWT)
Account Coordinator: Romina Rodriguez (JWT)
Account Manager: Victoria Goris (JWT)
BTL Director: Ezequiel Arslanian (JWT)
Business Director: Justo Herrou (JWT)
Digital Director: Fernando Avellaneda (JWT)
General Producer: Federico Videtta (JWT)
Producer: Laura Martinez (JWT)
Production Company: Ursula (Ursula)
Directors: Quinto Cruz (Ursula)
Photographer: Coni Dietrich (Ursula)
Post-production: Nomad (Nomad)
Post-production: Che Revolution Post (Che Revolution Post)
Music: Twins Music (Twins Music)
Media placement: Tv Campaign 4 Spots - TV - 14/10/2011
Media placement: Press - Poster /Retail - 14/10/2011
Media placement: Event - NIke 10K - 14/10/2011
Media placement: Internet - Twitter Campaign - 14/10/2011

Describe the objective of the promotion.
For its off-road vehicle, the brand values of the Ecosport are contact with nature and sports. That’s why the Ecosport has been the sponsor of the Nike 10K for the 6th consecutive year. But this wasn’t the usual sponsoring with a stand, flags and 4 promoters the day of the race that everyone runs by and nobody sees. We needed to make the Ford Ecosport be the event’s protagonist.

Describe how the promotion developed from concept to implementation.
For the day of the race, Ecosport released a challenge: Registering to compete against Runner X.
The runners crossing the finish line before Runner X could be the winners of a brand new Ecosport. The ones who didn’t, would simply go home. So who was this Runner X? It was a character who made use of the social networks to challenge all the competitors of the Nike 10K. In a short time, Runner X became a famous figure among the participants who didn't keep quiet either.

Explain why the method of promotion was most relevant to the product or service.
It wasn’t the usual sponsoring with a stand, flags and 4 promoters the day of the race that everyone runs by and nobody sees. The action was a huge success, Runner X achieved its main goal: making Ford Ecosport the protagonist of the Nike 10K.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The action was a huge success. From the 15,000 runners, the 15,000 registered to try to beat Runner X. Besides, with what Runner X triggered in all the participants of the event and even in the media, Ford Ecosport achieved its main goal: being the protagonist of the Nike 10K.