Mustang: MUSTANG '10 UNLEASHED

Credits & Description:

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: FORD MOTOR COMPANY
Product/Service: MUSTANG
Agency: TEAM DETROIT
Date of First Appearance: Mar 8 2009 12:00AM
Entrant Company: TEAM DETROIT, USA
Entry URL: http://www.fordvehicles.com/mustang/?id=/ten
Chief Creative Officer: Toby Barlow (Team Detroit)
Vice President, Senior Copywriter: Shanky Das (Team Detroit)
Vice President, Senior Art Director: Whitney Jenkins (Team Detroit)
Executive Producer: Carl Spresser (Team Detroit)
Executive Vice, Executive Creative Director: Scott Lange (Team Detroit)
Creative Director/Copywriter: Sue Driscoll (Team Detroit)
Vice President, Associate Creative Director: Jennifer Powers (Team Detroit)
Vice President, Associate Creative Director: James Robinson (Team Detroit)
Senior Vice President, Group Director of Brand Content: Curt Jaksen (Team Detroit)
Senior Vice President, Brand Content Account Director: Kerry Doyle (Team Detroit)
Senior Vice President, Account Director: Eileen Lyons-Leagon (Team Detroit)
Senior Vice President Account Executive: Anthony Biondo (Team Detroit)
Senior Vice President Designer: Ruben Ramen (Team Detroit - The Park)
Vice President, Account Planner: Andrew Martin (Team Detroit)
Media placement: Internet Documentaries (10 Total) - The2010mustang.com - 08/03/2009
Media placement: Magazine Print - Motor Trend, 0-60, GQ, Esquire, Men's Health, ESPN, Sports Illustrated, Shape, R - 10/04/2009
Media placement: Online Promotion - YouTube, AOL, CBSSportsline.com, MSN - 31/05/2009
Media placement: Poster - Enthusiasts Events, Retail Outlets - 15/07/2009
Media placement: TV - ESPN, ABC, ESPN2 - 30/07/2009
Describe the objective of the promotion.
Mustang was at risk of becoming an icon of past heroics, rather than the car of possibilities. Our task was to remind people that they had a deeper connection with it. We needed to awaken that dream they’d always had, that given a Mustang, they could do something amazing.
Describe how the promotion developed from concept to implementation
Our solution was to invite people to get behind the wheel of a Mustang and do something extraordinary. Enter The ’10 Unleashed. Ten incredible opportunities to unleash your Mustang side, any way you want to. To drive home how serious the offer was, we started by fulfilling a drift champion’s dream, taking the Mustang to the one place racing enthusiasts would least expect to see it: Japan, the birthplace of drifting. We chronicled his Mustang experience and shared the documentary nationwide. People responded. Soon we had enough consumer ideas to make ten once-in-a-lifetime Mustang experiences into an original documentary series.
Describe the success of the promotion with both client and consumer including some quantifiable results
As some car enthusiasts put it, The ’10 Unleashed is the ultimate collection of Mustang experiences. There is perhaps no better way to express the impact and success of this idea. That said, here are the numbers. 10,000 consumer submissions. 2.4 million online views. 3.4 million site visits. 900,000 custom Mustangs built with the Mustang Customizer. 684 million media impressions. 60,000 Mustangs sold as a result of the campaign. All for one of the lowest ad budgets in Mustang’s history.
Explain why the method of promotion was most relevant to the product or service
Research revealed Mustang fans were already sold on the car. In fact, it was so close to their hearts, the very thought of a ‘marketer’ being associated with it seemed distasteful. So for a brand as original as the Mustang, we kept its communication as genuine as possible. Documentaries instead of TV commercials, real stories instead of fiction. We also discovered that current Mustang drivers heavily influenced fence sitters. Considering Mustang has the most organized following of any muscle car (read Mustang Clubs), we leveraged its large fan base. Inspire fans and they’ll inspire a new generation of Mustang enthusiasts.