Ford Promo, Case study FORD ECOSPORT by J. Walter Thompson Bogota

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Industry Cars, SUV & Four Wheel Drive
Media Promo & PR, Case study
Market Colombia
Agency J. Walter Thompson Bogota
Creative Director Jaime Arturo Perea Chacon
Art Director Nicolas Acosta
Released July 2010

Credits & Description

Category: Best Localised Campaign
Advertiser: FORD
Product/Service: ECOSPORT
Date of First Appearance: Jul 24 2010
Entrant Company: JWT COLOMBIA, Bogotá, COLOMBIA
Creative Vice President: Rodrigo Torres (JWT Colombia)
Creative Director: Jaime Perea (JWT Colombia)
Art Director: Nicolas Acosta (JWT Colombia)
Writer: Antonio Garcia
Writer: Andres Burgos
Writer: Pilar Quintana
ACCOUNT DIRECTOR: Cecilia Davit (JWT Colombia)
Media placement: PRESS - EL TIEMPO - 24 JULY 2010
Media placement: PRESS - REVISTA AVIANCA - JULY 2010
Media placement: DIRECT - FORD DEALERSHIP - JULY 2010
Media placement: DIGITAL CONTENT - FORD.COM.CO - JULY 2010
Media placement: DIGITAL CONTENT - VIVE.IN - JULY 2010
Media placement: DIGITAL CONTENT - CITY.COM.CO - JULY 2010

Insights, Strategy & the Idea
• What were the business, marketing and communications objectives that lay behind the case?

BUSINESS: Increase visits to dealerships and duplicate sales of the new Ford Ecosport (from 100 units per month to 200).
MARKETING: Increase "product interest" and "purchase consideration" attributes (15 points). And build credibility as an SUV to travel around our country.
COMMUNICATIONS: We didn't want to just tell people how wonderful it is to travel in a Ford Ecosport. We wanted to take everyone on that journey.

• Describe the target audience and their relationship with the brand

We targeted young professionals living in the main urban areas. They follow modern global tendencies and think that traveling to exotic places is very interesting. But in Colombia those exotic places were guerrilla territory until very recently. This is a generation that hasn't travel around the country that much.
Even though they know Ford’s international reputation, this is a brand that didn’t have presence in the country for a long period of time and therefore it isn’t their preferred choice.

• Explain the unique insight that shaped the idea

“A good writer has the ability to take readers to the places and moments he describes…”
Gabriel García Marquez.

• How was it relevant to both the client and the target audience?

It gives the Ford Ecosport credibility and makes it an interesting SUV (the main character in a powerful story).
It inspires people and connects them with places they still don’t know.

Creative Execution
• What was the creative strategic solution?

We invited the three best young writers of the country to choose three different paths with absolute freedom and with the strength of their prose they took the whole country for a journey in a Ford Ecosport.

• Describe the different channel(s) and how they worked together to maximise the campaign.

Just like when a great story reaches you in your daily life, each piece of the campaign reached the target in a different moment.
Daily chronicles published in the country’s most important newspaper during 20 days.
Three short stories published in the prestigious Avianca travel magazine and 20.000 copies handed out at Ford Dealerships. Digital content (pictures, videos of each trip and written tales). People would find one or the other. Find -or not- the relationship between the end of one trip and the beginning of the next. They could choose a favorite writer or simply enjoy the three different styles. Travel to one place of to another.

Results and Effectiveness
• What happened as a result of the communication activity?

The Ecosport went from being a simple SUV into being interesting and enduring. An SUV full of stories in which many Colombians want to travel again.

• How did the communication achieve the goals and influence business outcomes?

Credibility and the genuine capacity of the written word to take you places:
Purchase consideration increased by 29 points.
Interest for the product reached 26 points (it was only 12 before the campaign).

• Include commercial results such as sales and profit as well as change in consumer awareness and attitudes.

• Visits to the dealerships increased by 25%
• Visits to ford's website duplicated during the campaign
• Ford Ecosport sales increased by 371%