Direct > Product & Service

OWNER´S MANUAL

JWT ARGENTINA, Buenos Aires / undefined / 2011

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Overview

Credits

Overview

BriefWithProjectedOutcomes

The campaign chose to communicate with the target via Tips that were based in insights particular of the moment in life the target is going through (young and single). To increase the relationship with the buyers, we developed a container that came with all the tips included. The buyer received this container, inside the car´s glove compartment, when he purchased the New Ford Fiesta.

ClientBriefOrObjective

Ford needed to communicate the launch of the New Ford Fiesta, a car equipped with very special features. And at the same time, do it with an appealing aesthetics. The Challenge was to position the New Ford Fiesta with a different communication from the one generally used for these types of vehicles. That´s why we decided to position the Vehicle for young single men.And starting from that positioning we developed a platform that communicated via tips, all the things single men have to do before they marry.

Effectiveness

The sales of the New Ford Fiesta surpassed all brand expectations. All the units were sold and due to the great demand of the product, the brand had to import more units than what they planned before the launch of the campaign.

Relevancy

Considering the strategy established to communicate the launch of the new Ford Fiesta, the way to do so is clearly aligned to the strategy, seeking to surprise the consumer with an innovative communication that also surprised him inside the actual vehicle.

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