Ford Promo HELLO GOODBYE STREET MUSICIANS by J. Walter Thompson Buenos Aires



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Industry Cars
Media Promo & PR
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
Typographer Bruno Tortolano
Illustrator Carlos Baragli
Digital Creative Director Agustin Castellani
Released May 2010

Credits & Description

Category: Best Use of Other Digital Media in a Promotional Campaign
Product/Service: CAR
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)
Illustrator: Carlos Baragli (JWT)
Typographer: Bruno Tortolano (JWT)
Art Buyer: Fabian Catanese (JWT)
Account Supervisor: Rocío Virasoro (JWT)
Account Manager: Carolina Gay (JWT)
Digital Manager: Ezequiel Arslanian (JWT/GLUE)
Digital Producer: Carolina Paparo (JWT/GLUE)
Digital Creative Director: Agustín Castellani (JWT/GLUE)
Digital Supervisor: Valeria Lagomarsino / Dario Levin (JWT/GLUE)
Digital Design Supervisor: Julia Avellaneda (JWT/GLUE)
Media placement: - - - - -

Describe the objective of the promotion.
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.

Describe how the promotion developed from concept to implementation.
Goodbye Street Musicians was one of the many actions proposed by the campaign. One of the few good things of using Argentina´s public transportation is enjoying the street performers, who usually play on the trains, subways, busses and pedestrian streets, and that you miss when you move by car. For our consumers not to miss them, we decided to gather these musicians and have them make their own covers of the most popular local rock songs. They were recorded in a CD that was given to every Ford Ka buyer.

Explain why the method of promotion was most relevant to the product or service.
Goodbye Street Musicians was the media to continue building the relationship between the brand and the youth, our main target. The action made tangible the communication of the campaign while it biased the target´s purchasing decision.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The campaign triggered the sales of the Ford Ka 17,9% with respect to the same period of the former year.