Cannes Lions

TEST DRIVES

WUNDERMAN, Melbourne / FORD / 2008

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Overview

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Overview

Description

How can we turn the thousands of people in the Ford database into customers? Most consumers don’t buy cars when they launch, they buy when they need one in their life. Over 50% of buyers spend 3+ months seriously considering which car to buy. We needed to develop a dialogue with consumers that would accompany them through the complex purchase decision making process.

Execution

We developed a 3-stage mailing enticing them to fall in love with their perfect partner: a Ford.1. Introduce a Ford vehicle they may like.2. Help them get to know the car a little better.3. Drive them to a Ford Dealer to consummate the relationship by purchasing their perfect car.The tone and personality is key, engaging with prospects on a very human level; a marked departure from previous Ford Australia communications.

Outcome

We persuaded Ford Australia to revolutionise their DM spending and migrate from 'episodic spike' product (launch) communications to behaviour-based, triggered communications. Incremental sales in excess of 600%, the most successful Ford DM programme ever in Australia. It is currently being replicated by Ford across all Asia Pacific markets.

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