CHANNEL PROMO by J. Walter Thompson San Juan for Ford

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Industry Cars, SUV & Four Wheel Drive
Media Promo & PR, Case study
Market Puerto Rico
Agency J. Walter Thompson San Juan
Art Director Héctor Buscaglia
Released April 2009

Credits & Description

Category: Best Use of Television
Product/Service: ESCAPE
Date of First Appearance: Apr 24 2009 12:00AM
Vice President Regional/Creative Director: Jaime Rosado (JWT San Juan)
Associate Creative Director/Copywriter: Miguel Fernández (JWT San Juan)
Art Director: Héctor Buscaglia (JWT San Juan)
Audio Engineer Hocus Pocus: Carlos Dávila (JWT San Juan)
Visual Effects: Frankie Rosas (Render Room)
Media Planner: Kay Martínez (Mindshare)
Media Planner: Norian Ocasio (Mindshare)
Media placement: TV - ABC - 24/04/2009
Media placement: TV - Univisión - 24/04/2009
Media placement: TV - Fox - 24/04/2009
Media placement: TV - CW - 24/04/2009

Results and Effectiveness
Escape sales increased 1% in a segment that was down 19%. (Plaza Motors Report) Maintained rank as top-selling model within Ford brand. Reinforced Escape’s position as the perfect vehicle for adventure. All with a campaign that cost $17,000 to produce.

Creative Execution
Our ads aired exclusively on Saturdays, the perfect day to do anything but sit at home and watch TV. We negotiated with Univision, Fox, ABC, CW and WAPA TV to use the slates that promote their daily schedules. Viewers were led to believe that they were watching their typical network promo, until it was suddenly interrupted with an image of a beautiful landscape and a Ford Escape. A simple call to action drove the message home: Get Out.

Insights, Strategy & the Idea
Ford needed a cost-efficient TV campaign that could be produced quickly in order to increase Ford Escape sales and reduce excess inventory. Ford Escape is the vehicle that empowers drivers to escape their daily routine. We wanted our TV commercials to have the same effect on viewers. We used the medium to our advantage, leveraging the inactive nature of watching TV, to challenge viewers to leave their couches and seek out adventure.