Ford Promo, Case study CITY STOP by J. Walter Thompson Bangkok

CITY STOP
The Promo / PR Ad titled CITY STOP was done by J. Walter Thompson Bangkok advertising agency for Ford in Thailand. It was released in Apr 2013.
Advertising campaign for Ford

Ford: CITY STOP

Brand
Ford
Media
Promo, Case study
Released
April 2013
Posted
April 2013
Market
Thailand
Industry
Cars
Agency
J. Walter Thompson Bangkok
Creative Director
Clinton Manson
Copywriter
Jirayu Ardsamang
Art Director
Aekalak Kitdusitpong
Art Director
Pannarai Juanroong

Credits & Description:

Advertiser: FORD SALES & SERVICE (THAILAND) CO.
Agency: JWT BANGKOK
Category: Cars & Automotive Services
Advertising campaign: CITY STOP
Marketing Director: Adisai Sirisinha (Ford Sales/Service Thailand)
Copywriter: Clinton Manson (JWT Bangkok)
Executive Creative Director: Clinton Manson (JWT Bangkok)
Art Director: Clinton Manson (JWT Bangkok)
Account Supvisor: Nattee Bongsong (JWT Bangkok)
Production Company: Nimit Songsri (Mars)
Art Director: Pannarai Juanroong (JWT Bangkok)
Production Company: Parada Damrongwongsiri (Mars)
Media Director: Chalalai Nakwilai (Mindshare)
Copywriter: Jirayu Ardsamang (JWT Bangkok)
Engineer: Pattama Kantheeranont (Prommix)
Art Director: Aekalak Kitdusitpong (JWT Bangkok)
Creative Director: Clinton Manson (JWT Bangkok)
Graphic Designer: En Di Li (ABAC)
Marketing Communication Manager: Jintana Jutasen (Ford Sales/Service Thailand)
Account Manager: Prattajariya Jalayanateja (JWT Bangkok)

Effectiveness
Results :Placing ACS fitted shopping carts in a shopping centre cost THB5000 (US$150) per hour. That’s considerably less than renting an outdoor billboard for 1 month. As part of an integrated All-New Ford Focus launch in Thailand, vehicle sales increased by more than 300% and raised favorable opinion of the Focus brand from 51% to 73%% and customer consideration score increased from 44% to 70%.

Strategy
Most Thai drivers understand basic car technology like ABS and GPS. When FORD Focus advertised Automatic City Stop (ACS) – a technology usually only found in luxury sedans - consumers didn’t see its relevance because they didn’t understand it.

Execution
The phrase: “A set of wheels and a safety cage that carries loads from A-to-B” describes most entry and mid-level cars. It also describes a shopping cart. Almost everyone has had a shopping cart graze their leg, or collide into their ankle. An estimated 35,000 people are seriously injured in shopping-cart accidents every year (U.S. Consumer Product Safety). These collisions are similar to minor accidents in a car driving less than 30KM/H that don’t brake in time. By applying preventive ACS technology to shopping carts, complicated ACS technology became relevant and easily understood by everyone.