Cannes Lions

FORD KA

JWT ARGENTINA, Buenos Aires / FORD / 2008

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Overview

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Credits

Overview

Description

After 10 years, Ka presented a renewed product, whose key functional benefit was its increased interior space. The goal of the launch platform was to highlight the car’s new dimensions.

In 'Ball', a footballer monster tries to attract a ball by offering it a bunch of humans. The ball finds the offer hard to resist because humans are its favourite food. The monster footballer pulls the humans out from inside a new Ford Ka, emphasizing the car's increased interior space.

Execution

The campaign is centered on 4 stories where we see monsters in different situations eating humans they pull out from inside a New Ford Ka. The concept, New Ford Ka. Now, with more room for humans, enhances the increased interior space of the new model of Ford Ka, compared to the previous versions. The TV campaign consisted in four 45 sec long spots shot in 3D; U$s 1.2 M were spent airing them on public and cable TV channels with the most penetration in the target. The Print campaign consisted of 4 pieces and U$s 2100000 media plan. Outdoors, the bus stands were selected as the perfect media to contact the target who doesn’t own a car.Starting from the Monsters, icons of the campaign, we decided to transcend traditional advertising creating an integral campaign establishing 3 cultural environments to strengthen the relationship with our target, fashion, music, digital.

Outcome

The target had the repellent to defend themselves from the monsters, generating an action within the integral campaign which bonded them with the message. The New Ford Ka managed an increase of 50% on its sales compared to the previous month’s launching, accomplishing 1200 units in the first 30 days.

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