Ford - This Is Now Tour
Agency name: Ogilvy Action
Client name: Ford
Category: Event Marketing
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.