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...