We decided to create a new Explorer’s manual, one that Venezuelans wouldn't have to read and one that would be an alternative to the boring instructions of a traditional manual. We wanted to create a more technological one, more adequate to the new SUV, one that harnessed a new platform and could entertain.

Hence, we asked 8 recognized filmmakers to create short films inspired by the functioning of the main features of the Explorer. Each film was created in order to highlight the humane stories behind each technological feature, allowing the features to come to life.

We introduced the reinvented manual in the Explorer’s glove compartment, using the vehicle’s manual as a media to communicate humane stories.

The manual was presented the day of the new Explorer launch through a short films festival called "8 Stories for a Manual" which was held live in one of Caracas most important theaters.

At the event, Different celebrities and an internationally acclaimed jury attended the ceremony, where a variety of awards were handed out to the Directors. People were able to see the films, and interact with the vehicle and its manual. The films and festival were also streamed live and then shared on social media platforms (Facebook, Twitter, YouTube), where people could get to know the reinvented manual and vote for their favourite films. On TV, we invited the public and communicated the outcome of the Festival without mentioning the SUV, only by showing teasers for the Short Films and the clips from the event, etc. E! Entertainment TV Channel made a special program about the festival as well.

The new Explorer manual was a real breakthrough in Venezuela, helping position the Explorer as a totally reinvented SUV. It generated extensive W.O.M. and free press throughout the country with a ROI of $80,883.4 and 43 digital earned publications. 96.8% of the comments and reviews were favorable. We received 18,606 new Facebook fans and nearly 2,000 new followers on Twitter. YouTube views were more than 135,420. At least 1,800 people voted for the films and interacted with the vehicle and its manual and Ford Motor de Venezuela positioned itself as one of the main sponsors of our local movie industry and increased its technology and innovation perception by 5%.

But more importantly, with this execution we were able to demonstrate how innovative the New Explorer was. We said everything that was cool about it in a very attractive and simple way, we made people understand the technology and how it could improve their lives, but most of all, we set a different way to introduce vehicle manuals and technology to consumers.