Cannes Lions

100 YEARS ON BOARD OF A FORD

BLUE HIVE, Buenos Aires / FORD / 2014

Presentation Image
Case Film

Overview

Entries

Credits

Overview

Execution

We have done a theater play that was performed live, but it used short stories shot beforehand that completed the play. In adition the actors use the time that the short stories last to change their wardrobes live inside 6 different Ford models that were on stage. 6 dressing rooms or dressing cars as we called them. This was broadcasted live via streaming on FordLive site and promoted through the Fanpage of Ford Argentina expecting Ford fans to follow the event live and to have free media coverage.

Outcome

More than 11 thousand people enjoyed the show online through the site. According to a survey of opinion leaders in the Apertura magazine (conducted by SelConsultores) brand rose from 17 to 8 in the ranking of brands with best positive image of Argentina, and the event of Ford 100 Anniversary was mentioned as one of the most outstanding of the year. Another survey by theMercado magazine to Argentine businessman, the Ford brand (with a score of 8.35 in Value Perceived Quality) rose from 6th place it held in 2012 to be a leader in 2013.

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