Cannes Lions

2013 FORD FUSION

42 ENTERTAINMENT, Burbank / FORD / 2013

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Case Film
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Overview

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Credits

Overview

Description

Random Acts of Fusion had three goals: 1) Introduce an unexpected car from Ford in an unexpected way; 2) for consumers that wanted to go further, provide multiple ways to engage with the car and 3) demonstrate how the new 2013 Ford Fusion amplifies the lives of those that drive it by creating a campaign that amplified the lives of consumers who engaged.

Random Acts of Fusion brought together American Idol host Ryan Seacrest, his real-life celebrity rival Joel McHale, and the comedic talent of Kate MiCucci. Through TV spots and episodic webisodes syndicated through social and paid media, the audience learns that our celebrity cast is on a mission to create “the greatest documentary ever” using 100 Ford Fusions and REAL people. For consumers who wanted to go further, we gave them the chance to star along side our celebrity cast, and actually be one of those REAL people.

Execution

Random Acts brought together American Idol host Ryan Seacrest, his real-life celebrity rival Joel McHale, and the comedic talent of Kate MiCucci. Through TV spots and short episodic online videos, the audience learns that our celebrity cast is on a mission to create “the greatest documentary ever” using 100 Ford Fusions and REAL people.

Just like the 2013 Ford Fusion amplifies the lives of those that drive it, we crafted a campaign that amplified the lives of those that directly engaged in the campaign, with REAL people winning 5-star Big Act adventures, user crafted Fusion Moment experiences, and actual cars.

Outcome

17.9 million people watched Random Acts of Fusion – 10 million more than our goal - and encouraged people to submit over 40,000 UGC materials for a chance to be a part of the documentary.

Ford’s survey data showed that those who watched helped age down the Fusion’s target audience while positively influencing their opinions of EVERY Fusion brand attribute.

These positives shifts helped convince consumers to build-and-price over 520,000 Fusions online – 220,00 more than our goal - and set the stage for record-breaking sales when the car arrived in dealerships.

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