Ford Promo DISCOVER A STYLE YOU’LL LOVE by OgilvyAction London, Wunderman London

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Industry Cars
Media Promo & PR
Market United Kingdom
Agency OgilvyAction London
Agency Wunderman London
Designer Tom Fowler
Released October 2010

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Product/Service: AUTOMOBILE
Date of First Appearance: Oct 15 2010
Senior Account Manager: Harry Bailey (OgilvyAction)
Senior Account Director: Hannah Vicary (OgilvyAction)
Senior Campaign Manager: Jamie Sterry (OgilvyAction)
Account Director: Charlotte Childs (Wunderman)
Account Manager: Daniel Cardenas (Wunderman)
Designer: Tom Fowler (OgilvyAction)
Account Manager: Dawn Taylor (Inside Track)
Head of Social: Matt Gierhart (OgilvyAction)
Media placement: Ford Ka Facebook Page - Online - 13th October 2010
Media placement: Toni & Guy Salon POS - In-Salon - 15th October 2010
Media placement: Road Show - Shopping Centres - 15th October 2010
Media placement: Advertorials - More, Heat, Toni & Guy - 1st November 2010

Describe the objective of the promotion.
• Build on national awareness in the absence of ATL support.
• Create a credible connection between Ford and style.
• Double the size of the UK Ford Ka Facebook page.
• Deliver a positive brand experience.
• Data capture.

Describe how the promotion developed from concept to implementation.
We wanted to communicate in environments that our target audience feel comfortable in by creating multiple touch points that encouraged interaction and participation, leaving them feeling stylish around the Ka.

We negotiated a partnership with TONI&GUY and activated a multi-tier experiential campaign by identifying high footfall shopping environments which forged a bond with the target audience and let them experience the Ka within a stylish environment.

To amplify the campaign, we developed a comprehensive social media strategy. This created a large social media footprint for Ford Ka and a much more powerful way in which to create true brand advocates.

Explain why the method of promotion was most relevant to the product or service.
Based on the insight that the target audience (female bias) do not feel comfortable in a dealership environment - we delivered an engaging brand experience away from the point of purchase allowing us to reach a key target market in an environment where they are receptive to branded communication.

A third party deal with TONI&GUY drove awareness and relevance to create an experience which left consumers associating the Ford Ka with style, thus breaking down preconceived brand views and initiating sales leads.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Total campaign OTS – 1,937,847.
4,519 'Win a Ka' competition tab views.
Over 100% increase in Ford Ka Facebook group membership.
(Likes before promotion = 3,335 / Likes after promotion = 6,960).
458 Data Capture Forms completed.

With an OTS of near to 2,000,000, the campaign was very succesful in raising national awareness. The campaign benchmarked well below Ford's benchmark pricing for activity of this nature, equating to £0.12 per OTS.