16 DAYS INSIDE A FORD by Diplo M for DUPLO M

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16 DAYS INSIDE A FORD

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Industry Advertising agencies, Business equipment & services
Media Promo & PR, Case study
Market Brazil
Agency Diplo M
Creative Director Fabrício Kicha
Art Director Alexandre Suzin
Producer Mateus Philippi, Jianni Marin, Turiassú Silva
Released August 2012

Credits & Description

Category: Best Use of Digital PR
Advertiser: DUPLO M
Product/Service: AGENCY PROMOTION
Planner: João Miragem (Duplo M)
Redactor/Planner: Fábio Henckel (Duplo M)
Planning Director: Marcelo Lubisco (Duplo M)
Prospecting Director: Cristiano Miguel (Duplo M)
Web Director: Luciano Marques (Duplo M)
Financial Director: José Augusto de Mattos (Duplo M)
Redactor/Producer: Diego De Carli (Duplo M)
Creative Director: Fabrício Kicha (Duplo M)
Producer: Jianni Marin (Duplo M)
Producer: Turiassú Silva (Duplo M)
Producer: Mateus Philippi (Estúdio Aluísio)
Accounts Manager: Viviane Borges (Duplo M)
Commercial Director: Sandro Tizotti (All Signs)
Web Programming: Diógenes Götz (Götz & Konrad)
Web Designer: Thiago Tessis (Duplo M)
Art Director: Alexandre Suzin (Duplo M)
Media placement: Internet Broadcast - Http://www.16diasdentrodeumford.com.br - 1 June 2010
Media placement: Press Release - Http://promoview.com.br/agencia/59768-Equipe-Da-Duplo-M-Esta-Morando-Em-Um-Ford - 7 June 2010
Media placement: Press Release - Http://www.coletiva.net/site/noticia_detalhe.php?idNoticia=35837 - 09 June 2010
Media placement: Press Release - Http://www.propagandars.com.br/noticias_abrir.php?ct=1&id=1535 - 10 June 2010
Media placement: Radio - Pop Rock - 11 June 2010
Media placement: Press Release - Http://ww2.baguete.com.br/noticias/internet/11/06/2010/duplo-M-16-Dias-Dentro-De - 11 June
Media placement: Radio - Pop Rock - 16 June 2010
Media placement: Press Releas - Http://promoview.com.br/agencia/61071-Maratona-Da-Duplo-M-Termina-Em-Porto-Alegr - 19 June 2010
Media placement: Press Release - Zero Hora (Newspaper) - 21 August 2010
Media placement: Press Release - Http://www.adonline.com.br/ad2005/rapidinhas_detalhe.asp?id=29383 - 24 August 2010

Summary of the Campaign
Four advertising agencies had joined a competitive bid to obtain the regional Ford’s account. Duplo M was one of them. The challenge consisted of maintaining the agency in evidence during a long competitive process. To demonstrate its deep efforts in this challenge, Duplo M created the 16 Days inside a Ford action, in which all the 50 agency employees took turn inside a car for 16 days. Two cameras shared everything that was happening inside the car and around it in the website http://www.16diasdentrodeumford.com.br. Each employee used his time inside the car showing up the agency’s work or just entertaining the audience, creating a mix of reality and talk show. The interaction with the viewers took place on Twitter, Messenger or was released by mobile and email. Each website visitor spent 8 minutes on average in contact with the agency’s beliefs and with the objectives of this action, resulting in an active buzz that was taken to newspapers and could be seen in important websites, making the competition well-known. 16 Days inside a Ford reached 33 countries and assured the best regional Business to Business Action prize and regional Ford’s account to Duplo M.

The Situation
Duplo M is an advertising agency with more than 50 employees. In 2010, Duplo M participated in a competitive bid to win regional Ford’s account (Rio Grande do Sul e Santa Catarina) with another four agencies. All of these companies had already sent their marketing plan to the client. For the final decision, each agency had to present its campaign in front of an official examining board. To perform differently among the other agencies and to show its interest in working with the new desired client, Duplo M created 16 Days inside a Ford.

The Goal
The main goal behind '16 Days inside a Ford' was getting attention of regional Ford, showing the agency’s work and emphasizing the Duplo M deep interest in achieving this account. How the identity of the 11 official examining board members was unknown, the action was planned considering a general audience, internet users. The secondary objective was promoting the agency in the market, exposing its special issues, as team work and motivation.

The Strategy
To seduce the audience and keep it involved, Duplo M considered the successful reality show and talk show standards, matching these two popular formats. Many activities and plays were created to entertain the website visitors, by making a competition to count how many people can fit inside a Ford, Guitar Hero challenge, marketing classes, pizza making, always reminding Ford to select Duplo M as its own agency. The website http://www.16diasdentrodeumford.com.br published a diary with the best moments, videos and pictures of the action and a blog to explain what was happening to the visitors. Supported by the social media power of dissemination, the action soon became popular, getting media attention and being known among Ford’s official examining jury.

Execution
In an outdoor area of the agency, scenery was built based on the action’s visual identity, where a Ford Fusion was parked – the car belonged to one of the employees, who lent it to make the action possible. The 16 Days inside a Ford began on 1st June 2010 and ended on 16th June, the date that celebrates the Ford foundation’s birth. The Internet live streaming was produced with simple equipment: two cameras - one installed inside the car, and another camera put outside the car, on a tripod. All the action was recorded, and the best moments were edited and published as blog posts at the same day that the events had happened. To increase the popularity of the website contents, notes and small news were sent to the press.

Documented Results
The formal contract that officialised Duplo M as Ford regional’s communication agency became valid on 1st October 2010.
On 2nd December 2010, the Riograndense Advertising Association (Associação Riograndense de Propaganda, ARP), considered 16 Days inside a Ford as The best B2B action.
310 messenger contacts have added the hotmail made for the action, 192 phone calls were received inside the car and 4,490 supporting emails were sent. According to Google Analytics, http://www.16diasdentrodeumford.com.br was visited 13,813 times in the total, 8 minutes per visitor on average with 50,29% of returning rate to the website. The financial investment accounted 4.411 dollars, which means 31 cents spent by each person that got in contact with the idea.