Brand Experience and Activation > Best Integrated Promotional Campaign
TEAM DETROIT, Dearborn / FORD / 2010
Overview
Credits
ClientBriefOrObjective
Mustang was at risk of becoming an icon of past heroics, rather than the car of possibilities. Our task was to remind people that they had a deeper connection with it. We needed to awaken that dream they’d always had, that given a Mustang, they could do something amazing.
Implementation
Our solution was to invite people to get behind the wheel of a Mustang and do something extraordinary. Enter The ’10 Unleashed. Ten incredible opportunities to unleash your Mustang side, any way you want to. To drive home how serious the offer was, we started by fulfilling a drift champion’s dream, taking the Mustang to the one place racing enthusiasts would least expect to see it: Japan, the birthplace of drifting. We chronicled his Mustang experience and shared the documentary nationwide. People responded. Soon we had enough consumer ideas to make ten once-in-a-lifetime Mustang experiences into an original documentary series.
Outcome
As some car enthusiasts put it, The ’10 Unleashed is the ultimate collection of Mustang experiences. There is perhaps no better way to express the impact and success of this idea. That said, here are the numbers. 10,000 consumer submissions. 2.4 million online views. 3.4 million site visits. 900,000 custom Mustangs built with the Mustang Customizer. 684 million media impressions. 60,000 Mustangs sold as a result of the campaign. All for one of the lowest ad budgets in Mustang’s history.
Relevancy
Research revealed Mustang fans were already sold on the car. In fact, it was so close to their hearts, the very thought of a ‘marketer’ being associated with it seemed distasteful. So for a brand as original as the Mustang, we kept its communication as genuine as possible. Documentaries instead of TV commercials, real stories instead of fiction. We also discovered that current Mustang drivers heavily influenced fence sitters. Considering Mustang has the most organized following of any muscle car (read Mustang Clubs), we leveraged its large fan base. Inspire fans and they’ll inspire a new generation of Mustang enthusiasts.
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