Ford Promo PERSONAL TRAINER by J. Walter Thompson Buenos Aires

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PERSONAL TRAINER

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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 Miguel Usandivaras
Copywriter Joaquin Spagnol
Account Supervisor Victoria Goris
Digital Creative Director Agustin Castellani
Released September 2010

Credits & Description

Category: Cars & Automotive Services
Advertiser: FORD MOTOR CO. ARGENTINA
Product/Service: AUTOMOBILE
Agency: JWT ARGENTINA
Date of First Appearance: Sep 1 2010
Entrant Company: JWT ARGENTINA, Buenos Aires, ARGENTINA
Entry URL: http://www.fordpersonaltrainer.com.ar
Executive Creative Director: Pablo Alvarez travieso & Gonzalo Vecino (JWT)
Creative Director: Pablo Alvarez travieso / Gonzalo Vecino / Agustín Castellani (JWT)
Copywriter: Joaquin Spagnol (JWT)
Art Director: Miguel Usandivaras (JWT)
Agency Producer: Federico Videtta (JWT)
Producer Assistant: Ivonne Anderson (JWT)
Account Supervisor: Victoria Goris (JWT)
Account Manager: Romina Rodriguez (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)
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Describe the objective of the promotion.
Because EcoSport is an off-road vehicle, the brand values it always proposes are contact with nature and practice of outdoor sports. This year, to communicate the launch of the vehicle´s new limited edition, we had a serious problem: the EcoSport had nothing new to communicate. It was the same EcoSport of the previous year. Taking advantage of the relationship with the running world, we came up with the idea of adding a new feature to it: A personal trainer, who was activated via a state of the art cell phone that came free with the purchase of the vehicle.

Describe how the promotion developed from concept to implementation.
To enable the personal trainer to do his work, the EcoSport came with a Nokia 5230. Through an application, the buyer was able to choose a training goal, make a performance test, and be guided by the personal trainer from his Nokia Cell Phone throughout the exercise routine. And the user could keep his data in sync and have access to the stats elaborated with his personal training data.

Explain why the method of promotion was most relevant to the product or service.
With the Nokia 5230 we weren´t just giving each EcoSport buyer a state of the art cell phone, we were also giving them a training platform and strengthening the relationship of the brand with the runners consumer niche, the target of the brand´s limited editions.

Describe the success of the promotion with both client and consumer including some quantifiable results.
With Personal Trainer, we added value to a product that this year had no novelties to offer, achieving total sales of the EcoSport Limited Edition in less than a month from its launch.