Ford Promo, Case study HELLO GOODBYE DRIVERS SCHOOL by J. Walter Thompson Buenos Aires

Adsarchive » Promo , Case study » Ford » HELLO GOODBYE DRIVERS SCHOOL


Pin to Collection
Add a note
Industry Cars
Media Promo & PR, Case study
Market Argentina
Agency J. Walter Thompson Buenos Aires
Creative Director Pablo Alvarez Travieso, Gonzalo Vecino
Art Director Agustina Anguita
Copywriter Julián Tachela
Account Supervisor Rocío Virasoro
Released May 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: FORD
Product/Service: FORD KA
Date of First Appearance: May 12 2010
Entrant Company: JWT ARGENTINA, Buenos Aires, ARGENTINA
Executive Creative Director: Pablo Alvarez Travieso & Gonzalo Vecino (JWT)
Creative Director: Pablo Alvarez Travieso & Gonzalo Vecino (JWT)
Copywriter: Julian Tachela (JWT)
Art Director: Agustina Anguita (JWT)
Account Supervisor: Rocío Virasoro (JWT)
Account Manager: Carolina Gay (JWT)
Digital Manager: Ezequiel Arslanian (JWT/GLUE)
Digital Producer: Carolina Paparo (JWT/GLUE)
Media placement: Posters - Drivers School - 15 March 2010 - 10 May 2010

Insights, Strategy & the Idea
FORD KA is a key brand of FORD´s portfolio in Argentina, due to its entry car condition, aimed at the youngest consumer segment. This year, to communicate the continuity of the FORD KA, we created a campaign under the concept Welcome To Your First Car, where we said Hello to all the good things that start to happen in your life when you have your first car, and GOODBYE to all the things you suffer when you don´t.
For the youth, the car is the first space they own. The strategy of the campaign was based in positioning the FORD KA as the first car.

Creative Execution
We created a multimedia campaign with great outdoor presence conceived to generate traffic to the web platform to communicate the different experiences proposed by the campaign. Our investigation made us conclude that most of the people who learn to drive with a specific car brand, out of trust, confidence or safety, end up choosing the same brand for their first car. We sell cars, so we decided to teach young people to drive in a FORD KA.
We associated the brand to the driving school Drivers and called the target through the web to register for the free driving course.

Results and Effectiveness
The action was a success. Over 3000 kids learned to drive in a FORD KA. That´s over 3000 kids who will want to have a FORD KA of their own.
The campaign triggered the sales of the FORD KA 17.9% with respect to the same period of the former year.