Ford: TRY ON A FUSION

Credits & Description:

Advertiser: FORD FUSION
Agency: OGILVY & MATHER
Category: Cars & Automotive Services
Advertising campaign: TRY ON A FUSION
Creative Director: Abi Kelly (Ogilvy & Mather)
Chief Creative Officer: Joe Sciarrotta (Ogilvy & Mather)
Executive Creative Director: Justine Greenwald (Ogilvy & Mather)
Art Director: Rena Menkes (Ogilvy & Mather)
Creative Director: Chris Hain (Ogilvy & Mather)
Copywriter: David Katzman (Ogilvy & Mather)

Outcome
The campaign was extremely well received by women who appreciated that Ford understood their needs and spoke to them in their way, on their terms.Over 68 event days, we reached over 75,000 regional consumers and directly engaged over 24,000 with a high quality experience; resulting in 1.9MM Event Engagement Impressions. Through social media, blogger outreach and PR efforts, the program delivered 187,000 Facebook Impressions, 960,000 Twitter Impressions, 704,000 Radio News Release Impressions and 50,000 Earned Media Impressions.The integration of the events and online engagements resulted in 44,000 Vehicle Leads and 203 vehicles sold…and counting!

Implementation
We wanted to engage women because they make up 80% of car purchasing decisions. But to them, finding the right car is a frustrating, time-consuming process with too many choices and too much jargon. And the only place to interact with the car is at a dealership with an intimidating car salesman. So we changed the shopping experience to fit her style and made car shopping as fun as clothes shopping. The Ford Fusion Street Chic event popped up in malls and at shopping events so trying on a Fusion became as easy as trying on shoes.

Relevancy
For years, women have been sacrificing style for value, fuel efficiency and reliability in a car. Thankfully, the 2013 Ford Fusion changed all that. It’s the most stylishly designed, fuel efficient car in its class. So to launch it, our creative execution played up its Street Chic swagger. Our events took on the look, feel and experience of a hip dressing room. Women could try on a Fusion along with trendy accessories to match. We cut through the technical jargon with fashion speak, and let her explore the car with help from a “Fusionista” instead of a car salesman.

Client Brief Or Objective
Our charge was to activate a cohesive, multi-faceted experiential and digital campaign that would generate measurable awareness of the new 2013 Ford Fusion. The objectives were to engage consumers with an interactive on-site experience in key North America Northeast Ford markets, increase favourable opinion and awareness of the new 2013 Ford Fusion, drive consumers to Ford Dealerships and generate 20,000 “handraisers” (dealership leads).