GLOBAL TEST DRIVE by Team Detroit for Ford

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GLOBAL TEST DRIVE

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Industry Cars
Media Promo & PR, Case study
Market United States
Agency Team Detroit
Creative Director Gary Pascoe
Released October 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: FORD MOTOR COMPANY
Product/Service: FOCUS
Agency: TEAM DETROIT
Date of First Appearance: Oct 30 2010
Entrant Company: TEAM DETROIT, USA
Chief Creative Officer: Toby Barlow (Team Detroit)
Creative Director: Gary Pascoe (Team Detroit)
Global Digital Director: Mike Somers (Team Detroit)
Director of Brand Content & Alliances: Curt Jaksen (Team Detroit)
Account Director: Karen Kaley (Team Detroit)
Account Planner, Brand Content & Alliances: Jacqueline Salliotte (Team Detroit)
Director of Interactive Media: John Gray (Team Detroit)
Director of Media: Joe Minnella (Team Detroit)
Director, Social Media Strategy: Scott Goebel (Team Detroit)
Senior Account Director: Amanda Wall (Blue Hive)
Director of Digital Innovation: Richard Dance (Blue Hive)
Partner Client Leadership: Alan Levy (Mindshare)
Social Strategist: Ian Sohn (Ogilvy PR)
Senior Digital Strategist: Kaitlyn Wilkens (Ogilvy PR)
Social Director: Leo Ryan (Ogilvy PR)
Digital Strategist: Tanya Chadha (Ogilvy PR)
Senior Digital Strategist: Karen Untereker (Ogilvy PR)
Experienced Social Media, Marketing & User Experience Strategist: Scott Wiesbrod (Blast Radius)
Senior Creative Director: Jason Theodor (Blast Radius)
Client Director: Dale Port (Blast Radius)
Media placement: Banners - Facebook, AOL SVNetwork - 30 October 2010
Media placement: Online Programming - Rev3 - 20 November 2010
Media placement: Paid Search - Google - 30 October 2010

Insights, Strategy & the Idea
The all-new Ford Focus drives incredibly, looks awesome and is so loaded with technology, we knew owners would be ready to start something more than a car. The only problem – it would be months before Ford launched the car globally.

That’s why we created an idea that would go live months ahead of the launch. An idea designed to broaden the conversation about the car well beyond your normal car enthusiasts. So we asked people from all around the world to tell us how they’d “start something more” with a new Ford Focus and a $10,000 donation to their favourite charity. We invited some of those people to test-drive this car before anyone else even got the chance. Then we encouraged those people to go out and share the experience with others. By doing this we kept the conversation about the new Focus alive between the reveal and its launch.

Creative Execution
We started by inviting people from all around the world to tell us how they’d “start something more” if they had a new Ford Focus and a $10,000 donation to their favourite charity.

Out of all the entries, we invited 100 people to Madrid to have the once in a lifetime opportunity to be the first people in the world to test-drive a new Ford Focus. They got driving tips from professional racecar drivers. And they got to drive on courses and play games they otherwise would never get to do.

When the test drive was done, the contestants got the donations for their charities, and a new Ford Focus to help them raise even more money. All they had to do was tell the world about their passions for their charities and how Focus was helping to make it all happen.

Results and Effectiveness
Throughout the program, Ford Focus has absolutely dominated the online conversation with a 42% share of voice. On top of that our contestants passions for their charities has paid off. Ford has given over $400,000 to the charities so far.