Ford Promo, Case study CANDY GIRLS by Wunderman Berlin

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Industry Cars
Media Promo & PR, Case study
Market Germany
Agency Wunderman Berlin
Executive Creative Director Uli Buesgen
Creative Director Monika Neumann, Thomas Limmer
Art Director Anja Gottschling, André Hoffmann
Copywriter Daniel Wippermann
Released February 2009

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: FORD GERMANY
Product/Service: NEW KA
Date of First Appearance: Feb 17 2009 12:00AM
Entrant Company: WUNDERMAN , Cologne, GERMANY
Entry URL:
Executive Creative Director: Uli Buesgen (Wunderman)
Creative Director: Thomas Limmer (Wunderman)
Creative Director: Monika Neumann (Wunderman)
Art Director: André Hoffmann (Wunderman)
Copywriter: Daniel Wippermann (Wunderman)
Flash Developer: Rainer Storck (Wunderman)
Art Director: Anja Gottschling (Wunderman)
Manager Marketing Communications FoG: Sibylle Becher (Ford of Germany)
Client Services Director: Stefan Jordan (Wunderman)
Media placement: Homepage Takeover - Myspace Website - 17.02.2009
Media placement: Homepage Takeover - Myspace Website - 08.05.2009
Media placement: Half Page Ad - Myspace Website - 17.02.2009
Media placement: Featured Profile Box - Myspace Website - 20.02.2009
Media placement: Hero Unit - Myspace Website - 01.03.2009
Media placement: Media Cooperation With - - 01.06.2009
Media placement: Seeding Trailer - Youtube, Clipfish - 01.06.2009
Media placement: Outdoor Poster - Guerrilla Billboards In Cologne - 01.03.2009
Media placement: PR - ZDF German TV "Morgenmagazin" - 06.04.2009
Media placement: E-Mail Newsletter - Myspace Newsletter - 01.05.2009

Results and Effectiveness
Campaign total reach: 232,509,396 contacts Episode-call: over 750,000 times MySpace profile Ford Ka: 1,976 friends, 450 posted comments PR: The video content alone has generated more than 90,000 views

Creative Execution
Become the Candy-Girl No. 5! "Candy-Girls" is a popular webisode launched on the social community platform The show features 4 young, cheeky, networked women living in Berlin. Before the start of the next season Ford did stage a 6 week-long webcasting. By user vote, 4 favourites were nominated to compete in a final live-casting. This is actually the first time ever a community has selected an actor to be part of a real show! Best supporting act: the Ford Ka.

Insights, Strategy & the Idea
The target group for the Ford Ka: young, cheeky, networked and very much resistant to conventional forms of advertising. So how do you reach and connect with this tricky group of people? Where do they feel at home?