DO IT YOURSELF by Ogilvy & Mather Prague, Wunderman Prague for Ford

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DO IT YOURSELF

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Industry Cars
Media Promo & PR, Case study
Market Czech Republic
Agency Ogilvy & Mather Prague
Creative Director Tomas Belko
Art Director Denis Dudek, Michal Mimra
Copywriter Jakub Krčík, Martin Toman
Agency Wunderman Prague
Creative Director Richard Stiebitz
Released October 2011

Credits & Description

Category: Automotive and Transport
Advertiser: FORD
Product/Service: FORD FOCUS
Agency: WUNDERMAN
Agency: OGILVY & MATHER PRAGUE
Brand Manager: Libor Beneš (Ford)
Creative Director: Tomáš Belko (Ogilvy & Mather)
Creative Director: Richard Stiebitz (Wunderman)
Art Director: Denis Dudek (Ogilvy & Mather)
Art Director: Michal Mimra (Wunderman)
Copywriter: Jakub Krčík (Ogilvy & Mather)
Copywriter: Martin Toman (Wunderman)
Project Manager: Michal Popelář (Wunderman)
Manager Client Leadership: Petra Košaříková (Mindshare)
: (Mindshare)
Media placement: Digital PR/blog And FB - Www.zlatyrucicky.cz - 1st March 2011
Media placement: Digital PR/YouTube Chanel - Www.youtube.com/zlatyrucicky - 1st April 2011
Media placement: Consumer PR/radio - Regional Radio - 15th April 2011
Media placement: Event - Czech Racing Circuit In Most - 28th April 2011
Media placement: Contest On FB - FaceBook - 10th May 2011
Media placement: Public TV PR - Czech Public TV - 2nd October 2011

Summary of the Campaign
In the category of C-class vehicles, the new Ford Focus offers the most advanced technological elements that help make driving and parking easier. Czechs believe that they can do everything by themselves, so we challenged them to do so. In the campaign, we have gradually shown what such handymen ideas look like and thereby stimulated interest in new car technologies. We then compared these absurd amateur ideas with Ford’s advanced technologies, thus continuing to build the interest in the new Ford Focus.

Despite the fact that the core of the campaign was in digital, PR carried an important role too. Mainly for the following reasons:
• We created a fictional Civic Association for Better Cars (OSLA) and we needed audience and media to acknowledge its existence.
• We used a major Czech DIY icon (Přemek Podlaha) and put him in a very controversial, almost demeaning position trough a series of funny viral videos. This controversy attracted wide media interest
• We created an event where our fictional Civic Association for Better Cars challenged New Ford Focus and its new technologies to a driving duel. This event was covered by various media, which we used to our benefit.

The Situation
In the category of C-class vehicles, the new Ford Focus offers the most advanced technological elements that help make driving and parking easier. We were facing the following problems:
• The client had an almost non-existent media budget
• With exception of very specialized media, the topic of automotive technologies carries very little media attractiveness
• We needed to associate new Ford Focus with smart technologies and communicate this fact towards a broad target group

Therefore, we decided to create an integrated communication campaign with socially engaging viral content that could draw the attention of various media and online blogging community.

The Goal
Primary goal of the campaign was to cement Focus’ position as the #1 C-class car in smart driving and parking technologies.

Further goals were to reuse general awareness about smart car technologies and communicate this topic toward a broad audience with a virtually non-existent media budget.

The Strategy
The strategy was to form a fictional Civic Association for Better Cars (OSLA) and start challenging smart technologies in cars with absurd DIY alternatives; this way we wanted to attract attention through virality of the content.

To amplify this effect we hired a Czech DIY legend Přemek Podlaha and recorded 6 reports about crazy DIY solutions. These reports matched his regular,well-known DIY program and many people were fooled to think it was original content.

Putting Přemek Podlaha into this entertaining and self-parodying position drew massive attention to the campaign within on-line population and regular media.

Ford entered the campaign when Civic Association for Better Cars challenged it to a duel to see whether DIY solutions would stand the test against Ford's new technologies.

Ford came out as a clear winner and became a partner of the movement.

Execution
The campaign had
1.Teaser and Prelaunch
The campaign started in March 2011 as a blog of the newly formed Civic Association for Better Cars (OSLA), where some videos were seeded. Facebook and other social media were used to amplify the seeding effect.
1 month later, a landing page called zlatyrucicky.cz (goldenhands.cz) was launched with a dedicated YouTube channel.
After a popularity build-up of the movement, PřemekPodlaha (a Czech DIY icon) entered the campaign with a series of reports that became a viral hit.

2. Duel OSLA movement challenged Ford to a duel to see whether DIY solutions would stand the test against Fords new technologies in head-to-head driving skills challenge. Ford was a clear winner.

3. Partnership and Branding
Ford became a partner of OSLA and all its content was branded. A DIY ideas competition was started and DIY cars were showroomed at dealers.

Documented Results
We extended the client’s brief from a simple presentation of new technologies to a full activation of potential consumers. We managed to rouse their interest in new car technologies and we gained their active participation in a campaign.
• The Campaign spread mostly virally and drew massive unpaid media attention
• A national TV station took over and broadcast all our full-length videos over a period of more than 1 month as a part of regular programming
• Our campaign reached over 4,520,155 people (75% of Czech online population)
• 1,002,132 video views on YouTube
• 40,075 active users in final competition
New Ford Focus also won the prestigious Car of the Year award in the Czech Republic.