Cannes Lions

FORD F-150 TRUCK

WUNDERMAN, Toronto / FORD / 2004

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Presentation Image

Overview

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Credits

Overview

Description

What better way to pack in all the technical specs that truck owners demand while demonstrating how your truck can get the job done? This 30-minute infomercial is packaged like today’s popular survivor and challenger-themed reality TV shows. One Ford truck owner and three owners of competitor pick-up trucks assemble to put the all-new Ford F-150 through a series of tough, real-life challenges over a gruelling man-made test track. The challengers put the F-150 to the test overcoming a variety of tough challenges created to demonstrate the vehicle’s agility, its quiet ride, advanced 4 x 4 capabilities, and reversing ease.

Outcome

The repeated calls-to-action and the special 'limited-edition' test drive incentive produced a response rate 300% above the programme objective. Of those who watched the programme, 80% remained tuned in for the entire 30 minutes. Most importantly, the test drive rate was 55% above the objective and enough of those leads were converted into sales to surpass the original campaign target within the first quarter of 2004. A downloadable version of the programme is available at www.ford.ca.

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