Cannes Lions

FORD VEHICLES

BASSAT OGILVY GROUP, Madrid / FORD / 2009

Overview

Entries

Credits

Overview

Execution

The Chairman Of Ford Offering His Influence To 40 Million Spaniards.To Make This Credible, We Invented A Press Conference In Which We Turned An Inconsequential Statement Into Front-Page News. But Before Publishing It, We Tried It Out.(Viral)And It Worked.Nobody At The Ford Dealers Turned A Hair.And That Was Before The News Was Out.And At Competitive Dealerships, They Judged It Impossible.We Ran A Campaign At A Minimal Cost:- Print;- Radio;- And Internet.The Rest Was Done For Us.All The Generalist TV Networks And 12 Autonomous TV Stations Picked Up On The News.

Outcome

The campaign was implemented with a very low budget and did not include TV. And the results were better than expected, as we succeeded to attract 23,000 "friends of the Chairman", which meant approx 1,000 people per day.

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