Category: Best Use of Integrated Media
Advertiser: FORD
Product/Service: DEMOCRATIZING TECHNOLOGY
Agency: OGILVY & MATHER
Media Agency: MINDSHARE, Rome, ITALY
Creative Director: Elisa Pazi (Ogilvy & Mather)
Art Director: Marina Biagini (Ogilvy & Mather)
Art Director: Chiara Catalani (Ogilvy & Mather)
Copywriter: Vittorio Zotti (Ogilvy & Mather)
Creative Director: Enrico Spinetta (Wunderman)
Art Director: Alberto Romani (Wunderman)
Art Director: Vesna Luisi (Wunderman)
Copywriter: Valentina Leovino (Wunderman)
Client Service Director: Ubaldo Procopio (Mindshare)
Account Director: Carla Marciano (Ogilvy & Mather)
Media placement: Poster Campaign - Posters - Outdoor + Museum - September 2011
Media placement: TV Campaign - 1 Spot (30secs) - Milan Metro TV Circuit - September 2011
Media placement: Press Campaign - Various Formats - Specialized And Non Special. Press - September 2011
Media placement: Promocards - Milan Circuit + Museum - September 2011
Media placement: Dressing - Museum - September 2011
Media placement: Digital Adv - Banner & DEM - Press Websites - October 2011
Media placement: Website - Web - October 2011
Media placement: Social Media - Posts & Dedicated Tab - October 2011
Insights, Strategy & the Idea
Ford of Italy wanted to create awareness around the brand concept “Democratizing Technology” as a pillar of the Company’s philosophy, meant to highlight their constant commitment in making all the newest, smartest technologies accessible and affordable to everyone. Among the wide, consolidated Ford’s target, we chose to address a more evolved segment, 25 to 55, from the mild tech-savvy to the tech-addicted ones: they acknowledge that Ford has always used technology as an inclusive element of its policies rather than an exclusive one. Technology should make life easier, to everybody, not only to those who understand it or can afford it: that’s the basic insight that Ford and its clients share, which started the big conversation that this campaign is.
Creative Execution
In order to give the conversation a non-commercial, holistic footprint, the campaign moved its first steps with an exhibition at the Museum of Science and Technology in Milan. The structure of the exhibit invited visitors of all ages to get familiar with the different technologies that Ford inserted in its cars, and introduced the “silhouettes” protagonists, that with their simple and ironic questions represented people’s common feelings about technology. As the “silhouettes”also featured on the posters outside the museum and on print ads, the campaign moved on, via different media, gaining momentum: the Social Media Week in Milan and the Bologna MotorShow amplified the relevance of Democratizing Technology, both among trendy opinion leaders and simple car enthusiasts. Sky and Discovery Channel dedicated videos to the exhibit and more resonance was gained through PR, guerilla actions and banner campaign. The microsite allowed everybody to visit the exhibition 24/7.
Results and Effectiveness
The communication activity had the exclusive objective of generating awareness about the "Democratizing Technology" exhibit at the Museum of Science and Technology, as a mean to assert Ford's industrial philosophy, meant to highlight their constant commitment in making all the newest, smartest technologies accessible and affordable to everyone. Therefore the most relevant results recorded regard the number of visitors of the exhibit at the MUST (45,123), those of the stand at the Bologna MotorShow (31,000) and those of the microsite (37,646), from September to December 2011.