Ford - This Is Now Tour

Agency name: Ogilvy Action
Client name: Ford
Category: Event Marketing

BACKGROUND

The overall picture of car sales in 2008 was one of declining opportunities. 2008 vs. 2007:

  • Quarter of a million fewer cars sold.

  • Full year retail market down over 15%.

  • Q4 retail market declined over 23%.

The launch of a business-critical new product - the new model Ford Fiesta - was challenging!

The ‘This is Now’ tour activated the insight that our audience are not comfortable in dealerships. By taking the car to its audience, a positive brand experience was created, contributing to a significant increase in market share during difficult market conditions.

The campaign also successfully and credibly integrated the Fiesta (vehicle and brand) into the nightclub environment providing a greater experience than if the brand wasn't present.

OBJECTIVES