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BRONZE WINNER: Ford Focus—Ford Rips Through The Great Outdoors
Client: Ford Philippines
Names to be credited with submission:
Time Period of Campaign: 2008
Key Insights: The launch was not about the car’s appearance, but the turbo diesel performance. A typical car campaign would include TV, print and traditional billboards. For this launch to be successful, engine performance had to come to life in a way that would encourage consumers to take a second look. Ford Focus’ core business is in Metro Manila, so outdoor media in high traffic areas—from lamp posts to bus sheds along major thoroughfares made sense.
Media Strategy: The Ford Focus diesel engine was “surprisingly fast,” so use of out-of-home literally demonstrated the car’s power—in that it rips off everything it passes. The medium was the message. A wall mural was made to look like a panel of building was stripped, parts of bus sheds were made to look as if they had been blown away, a set of lamp banners were torn in the middle.
How Could this be a Template for Other Campaigns or for World Class Standards?
This campaign is a clear demonstration of OOH can be a powerful medium to demonstrate a benefit than can clearly differentiate a brand from its competition. The Ford Focus, in this case, had no noticeable change in its appearance, yet an unseen turbo diesel engine was made to come to life through instantly recognizable effects.
Results: During the launch month, inbound calls for the new Ford Focus increased 21%, while test drives increased to the highest level every for an new Ford vehicle in the market.