Ford Promo, Case study FORD 24 HOURS by Ogilvy Public Relations Madrid

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FORD 24 HOURS

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Industry Cars, Shows, Events & Festivals
Media Promo & PR, Case study
Market Spain
Agency Ogilvy Public Relations Madrid
Art Director José Manuel Arias
Producer Daniel Aguilar, Marta Morón
Released September 2012

Credits & Description

Category: Corporate Responsibility
Advertiser: FORD SPAIN
Product/Service: CORPORATE EVENT
account director: Paloma Cabral (ogilvy pr spain)
account supervisor: Andrés del Toro (ogilvy pr spain)
account executive senior: Beatriz Alonso (ogilvy pr spain)
account executive: Isabel Uría (ogilvy pr Spain)
account executive: Ana García (ogilvy pr Spain)
Art Director: José Manuel Arias (ogilvy pr Spain)
Producer: Daniel Aguilar (Ogilvy)
Producer: Marta Morón (Ogilvy)
Trainee: Paula Martín (Ogilvy pr Spain)
Media placement: Press Release - Europapress.es - 17 February 2011
Media placement: Press Release - El Mundo - 1 April 2011
Media placement: Press Release - Hello - 2 April 2011
Media placement: VNR - Antena3.com - 1 April 2011
Media placement: VNR - Telecinco TV - 2 April 2011

Summary of the Campaign
Ford 24 Hours is the company's most important Corporate Social Responsibility event, and a direct result of the original philosophy of Henry Ford, who dedicated himself to supporting social and environmental causes since the company was founded in 1903.
The race is between twelve teams representing selected NGOs, each of them headed by two "ambassadors" — well-known personalities from the worlds of art, journalism and sports who volunteer their time. The participation of celebrities, more than 100 in eight editions, is the best publicity a race can have. All of this takes place at the Jarama Circuit, over 24 nail-biting hours in which speed counts for less than careful driving, as there is a limited amount of fuel and tyres. At the end of the 24 hours, all of the NGOs receive financial aid to improve the lives of thousands of people.

The Situation
Once again this year, Ford Spain held the star event in its Corporate Social Responsibility calendar — the 24 Hours. How can a private event garner wide media coverage?
The fact that the race is an emotionally-charged and well-established event helps us to gain support from those involved (NGOs, celebrities and other participants). Thanks to the media appeal of the celebrities, the race becomes a showcase for the brand that brings together vehicles and solidarity.

The Goal
The objective was to achieve as much media impact as possible with a clear message — Ford, a symbol of solidarity and sustainability.
Target audience: people interested in social initiatives, Ford employees and dealers, as well as potential clients and the media.
We researched which personalities from the arts, journalism and sports were most topical and had the most media appeal, and would be willing to offer their time to participate in a charity event. We also drew up a full list of the target media to be invited to the event.

The Strategy
A personalised invitation to ambassadors and well-known personalities with media appeal, who would use their image to support twelve charities behind the wheel of a Ford.
The emotional charge of the race's goal, and its organisation — identical to that of professional races — attracted the attention of the non-automotive media, who were interested in capturing images of celebrities in surroundings of unquestionable audio-visual value.
Creating moments with news-appeal, combining a sports show with the entertainment of social commentary and the emotional charge of a charity event.

Execution
A race between twelve teams, each representing an NGO. Teams captained by two “ambassadors” — well-known personalities from the worlds of art, journalism and sports, who volunteer their time. The participation of celebrities, more than 100 in eight editions, is the best publicity a race can have.
Press conferences held to inform about the event. Press releases to publicise the selected NGOs, and new press releases throughout the race. Video press releases and news sent to the main television channels. Broadcasting the key moments in the race via Ford Spain's corporate channels on the most popular social networks: Twitter, Facebook, YouTube and Flickr.

Documented Results
21 new pieces on the main television channels, more than 60 minutes’ coverage, more than 25 press articles, 4 mentions on the radio, and more than 100 online hits.
An audience of more then 20 million people on television and in the press alone.
Almost €1,500,000 worth of advertising.
70% of coverage in non-automotive media.
During the two days of the event, the number of followers of Ford Spain’s Twitter profile quadrupled. The #24HFord hashtag was a trending topic in Madrid on Friday 1 April, and there were more than 600 tweets regarding the race, posted by participants, celebrities, journalists, organisers and NGOs.