Ford Print FINGER KEY by J. Walter Thompson Sao Paulo

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Industry Cars
Media Print, Magazine & Newspaper
Market Brazil
Agency J. Walter Thompson Sao Paulo
Executive Creative Director Ricardo John, Andre Pallu, Roberto Fernandez David, Roberto Rezende
Creative Director Roberto Fernandez, Rinaldo Ferrarezi, Mario D`andrea, Fábio Brandão
Art Director Rinaldo Ferrarezzi, Fabio Santoro, Rafael Borges
Copywriter Pedro Furtado
Photographer Regis Fernandez
Account Supervisor Daniel Baena, Lívia Rodrigues, Rodolfo Luz, Felipe Bittar
Released February 2012

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: FORD
Product/Service: NEW FORD FOCUS
Executive Creative Director: Roberto Fernandez (JWT)
Executive Creative Director: Ricardo John (JWT)
Creative Director: Fábio Brandão (JWT)
Copywriter: Pedro Furtado (JWT)
Art Director: Fabio Santoro (JWT)
Art Buyer: Renata Sayao (JWT)
Art Buyer: Fafa Oliveira (JWT)
Art Buyer: Gabriela Arieira (JWT)
Photographer: Régis Fernandez (JWT)
Photographer | Producer: Ma7 (MA7)
Account Manager: Sérgio Silveira (JWT)
Account Supervisor: Daniel Baena (JWT)
Account Supervisor: Livia Rodrigues (JWT)
Planner: Fernand Alphen (JWT)
Planner: Newton Naguno (JWT)
Graphic Producer: Flávio Schaffer | Flavio Colella (JWT)
Sound Producer: Somzera (Somzera)
Graphic Producer: Maira Chinaglia (JWT)
Artistic Producção: Obra Prima Oficina De Artes (Obra Prima Oficina De Artes)
Artist: Lindoá Alves
Media placement: Key - Car Windshields - 4 February 2012
Describe the objective of the promotion.
To promote the New Ford Focus and increase awereness that it now comes with keyless start.
Describe how the promotion developed from concept to implementation.
With keyless start, all you need to start a car is one finger. So we developed a different car key, with a finger on its tip. They were placed over regular car windshields in parking lots.
Explain why the method of promotion was most relevant to the product or service.
In Brazilian parking lots, they usually leave people’s car keys over their windshields. So we thought this was probably the best place to advertise the New Ford Focus with keyless start.
Describe the success of the promotion with both client and consumer including some quantifiable results.
The Ford dealerships near those parking lots, noticed an increase of 20% of people interested in the car.