Cannes Lions
WUNDERMAN MEXICO, Mexico City / FORD / 2006
Overview
Entries
Credits
Execution
An online campaign (banners) and offline materials (flyers and postcards) invited the target audience to visit www.ford.com.mx so they can win a Ford EcoSport 2006 “All Inclusive”. In the site you can: register, pre-order a vehicle, participate in a trivia and an online game and fulfill all the requirements to be a candidate for winning a FTP (“Ford Todo Pagado” in Spanish) which means “Ford All Inclusive”: a package including a Ford and all you need to go to the beach with a partner for 3 days: gasoline, toll money, hotel, meals, t-shirts, bikinis, camera, sunglasses, towels, sandals, sunscreen, umbrella, cd player and cd´s.
Outcome
We got excellent results with this promo; an average of 0.68% of CTR (click through rate) with the banners campaign (one of the banners even reached a 1.08%). 735 new registrations were generated during the three weeks the campaign was active, as well as 591 buying transactions from which 139 ended up as actual sales, with a 371% return of investment. Last year’s sales were surpassed by 4.5%.
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