Ford: RANDOM ACTS OF FUSION

Credits & Description:

Advertiser: FORD MOTOR COMPANY
Agency: TEAM DETROIT, 42 ENTERTAINMENT
Category: Websites, Microsites & Banners
Advertising campaign: RANDOM ACTS OF FUSION
Visual/Interactive Designers: Aude Prachandsitthi (42 Entertainment)
Post Production/Editing: Cameron Rumford (42 Entertainment)
Event Production: David Bonds (42 Entertainment)
Visual/Interactive Designers: Derek Thorn (42 Entertainment)
Executive Vice President/Executive Creative Director: Eric McClellan (Team Detroit)
CCO/Director/Writer: Alex Lieu (42 Entertainment)
Post Production/Editing: James Thomas (42 Entertainment)
CTO/Technical Directors: Kevin Burkhardt (42 Entertainment)
Post Production/Editing: Chris May (42 Entertainment)
Post Production/Editing: Jason Barnoski (42 Entertainment)
SVP/Group Planning Director: Joe Minnella (Team Detroit)
Post Production/Editing: Rick Reynolds (42 Entertainment)
Live Action Production: Robert Fagan (42 Entertainment)
Vice President/Planning Director: Tara Schaefer (Team Detroit)
Live Action Production: Matthew Zaal (42 Entertainment)
SVP/Group Account Director/VP Account Director: Rick Ross (Team Detroit)
CEO/Executive Producer: Susan Bonds (42 Entertainment)
Live Action Production: Wrye Martin (42 Entertainment)
VP/Digital Communications Director: Adam Erhard (Team Detroit)
Visual/Interactive Designers: Alice Yeh (42 Entertainment)
Live Action Production: Chris Kostrzak (42 Entertainment)
EVP/Managing Director: Curt Jaksen (Team Detroit)
Planning Supervisor/SVP BAC Analytics Director: Jacqueline Salliotte (Team Detroit)
President/Account Director/Planner: Justin Pertschuk (42 Entertainment)
Event Production: Kamal Sinclair (42 Entertainment)
SVP/Group Planning Director: Kerry Doyle (Team Detroit)
Event Production: Leslie Cohn (42 Entertainment)
Planning Supervisor/SVP BAC Analytics Director: Pam Majchrzak (Team Detroit)
Event Production: Peter Bunstein (42 Entertainment)
Live Action Production: Robert Benavides (42 Entertainment)
SVP/Group Account Director/VP Account Director: Tim Galvin (Team Detroit)
Event Production: Angie Rhodes (42 Entertainment)
SVP/Brand Entertainment Director: Carl Spressor (Team Detroit)
Visual/Interactive Designers: Jason Reyna (42 Entertainment)
Visual/Interactive Designers: Jason Siade (42 Entertainment)
Event Production: Jeanna Bonds (42 Entertainment)
Vice President Visual Design/Art Director: Johnny Rodriguez (42 Entertainment)
Vice President/Interactive Design/Interaction Director: Michael Borys (42 Entertainment)
Visual/Interactive Designers: Paris Woodward (42 Entertainment)
CTO/Technical Directors: Sascha Linn (42 Entertainment)
VP/Director Social Media/Mobile Marketing: Scott Goebel (Team Detroit)

Execution
Random Acts brought together American Idol host Ryan Seacrest, his real-life celebrity rival Joel McHale, and the comedic talent of Kate MiCucci. Through TV spots and short episodic online videos, the audience learns that our celebrity cast is on a mission to create “the greatest documentary ever” using 100 Ford Fusions and REAL people. Just like the 2013 Ford Fusion amplifies the lives of those that drive it, we crafted a campaign that amplified the lives of those that directly engaged in the campaign, with REAL people winning 5-star Big Act adventures, user crafted Fusion Moment experiences, and actual cars.

Implementation
Our solutions was called Random Acts of Fusion: a digitally led, participatory narrative where real people submitted UGC materials for a chance to star alongside the 2013 Ford Fusion and our celebrity cast. The resulting “documentary” blended fact, fiction and fun, and demonstrated how an unexpected car from Ford could amplify the lives of those that drive it.Our goal was to reach millions of consumer with our original narrative, and convince them to build-and-price 300,000 2013 Ford Fusions online - all before the car would should up in dealerships in the fall.

Client Brief Or Objective
With the all-new 2013 Fusion, Ford set out to create a vehicle that took everything consumers liked in a midsize car, with technology and design that they would never expect from Ford. A car this transformative and unexpected needed a vehicle launch to match.In the world’s most competitive vehicle segment, our strategy was to reach a broad audience of millions, and provide multiple opportunities for hundreds of thousands to directly engage with the Ford Fusion – both in the real world and online – 6 months before it showed up in dealerships in the fall.

Outcome
17.9 million people watched Random Acts of Fusion – 10 million more than our goal - and encouraged people to submit over 40,000 UGC materials for a chance to be a part of the documentary.Ford’s survey data showed that those who watched helped age down the Fusion’s target audience while positively influencing their opinions of EVERY Fusion brand attribute. These positives shifts helped convince consumers to build-and-price over 520,000 Fusions online – 220,00 more than our goal - and setting the stage for record-breaking sales when the car arrived in dealerships.