Ford Promo, Case study FOCUS RALLY: AMERICA by Team Detroit

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FOCUS RALLY: AMERICA

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Industry Cars
Media Promo & PR, Case study
Market United States
Agency Team Detroit
Creative Director Brian Carley
Released February 2011

Credits & Description

Category: Best Use of Integrated Media
Advertiser: FORD MOTOR COMPANY
Product/Service: FOCUS
Agency: TEAM DETROIT
Date of First Appearance: Feb 6 2011
Entrant Company: TEAM DETROIT, USA
Chief Creative Officer: Toby Barlow (Team Detroit)
Executive Vice President/Executive Creative Director: Scott Lange (Team Detroit)
Senior Vice President/Brand Content & Alliances, Managing Director: Curt Jaksen (Team Detroit)
Senior Vice President/Brand Content & Alliances - Group Planning Director: Kerry Doyle (Team Detroit)
Vice President/Brand Content & Alliances Account Planner: Kristen Naimi (Team Detroit)
Senior Vice President/Executive Producer: Carl Spresser (Team Detroit)
Vice President/Senior Copywriter: Michael Nishanian (Team Detroit)
Vice President/Senior Art Director: Gary Wise (Team Detroit)
Senior Vice President/Media - Group Planning Director: Joe Minnella (Team Detroit)
Senior Vice President/Group Account Director: Rick Ross (Team Detroit)
Vice President/Account Planner: Andrew Martin (Team Detroit)
Executive Producer: Betram Van Munster (Profiles Television)
Executive Producer: Elise Doganieri (Profiles Television)
Executive Producer: David Leener (Profiles Television)
Co-Executive Producer: Mark Dziak (Profiles Television)
Co-Executive Producer: Shannon McGinn (Profiles Television)
Executive Technical Director: Jim Blackwelder (Rokkan)
Creative Director: Brian Carley (Rokkan)
Chief Executive Officer: Aaron Dignan (Undercurrent)
Strategy Director: Clay Parker Jones (Undercurrent)
Media placement: Broadcast - Super Bowl On Fox - 6 February, 2011
Media placement: Broadcast - Jimmy Kimmel Live on ABC - 31 January 2011
Media placement: Broadcast - Current TV - 10 February 2011
Media placement: Digital - OMG! Now - 10 February 2011
Media placement: Digital - Hulu - 12 February 2011
Media placement: Digital - MSN Reality, TV - 12 February 2011
Media placement: Gaming - XBox - 1 March 2011
Media placement: Mobile - Media Fly - 23 February 2011
Media placement: Social - Twitter - 3 March 2011
Insights, Strategy & the Idea
Small cars were becoming a big deal in the auto industry and Ford was still best known for building trucks and SUVs. Its Focus model struggled to gain attention beyond those merely interested in basic transportation. Our upwardly mobile and socially-connected target audience had little affinity for Ford. So as the company prepared to launch a majorly enhanced new Focus in March 2011, they needed to build early buzz and connect with an audience that wasn’t inclined to look in the first place. Our big idea had to break through and excite them to become brand advocates. We started by entertaining them and asking them to play along. We created content starring the vehicle and evolved it into an interactive reality series. Focus Rally allowed our target to spend time with the new vehicle on their time and their turf, while making a convincing statement about Ford’s small car comeback.
Creative Execution
We created the first ever interactive reality web series that allowed consumers a chance to engage on three different levels – watch, follow or play. Focus Rally offered everyone a way to get involved and we used multiple channels to engage them. Show content was created daily and posted first on Hulu.com and then distributed through various digital, mobile, social and game system platforms. More engaged followers could communicate directly to the teams through an interactive digital and mobile site via commenting and live chat functionality. Others could join a team and participate in daily on-line challenges that impacted the real world show. To launch the program, Focus Rally leveraged Ford’s Super Bowl Pre-kick show with in-show branding and adjacent commercial time.
Results and Effectiveness
The results were astounding. After just eight weeks, consumers had spent over 66 million minutes with the all-new Ford Focus and the content continues to live on. Over 500 thousand unique consumers visited the digital and mobile experiences to engage in online challenges and viewed over 8.1 million minutes of live stream content from inside the Ford Focus. While it’s still too early to determine overall sales impact in just a few weeks weeks, Focus Rally registrants have already purchased 181 new Ford vehicles.