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Cohn & Wolfe Shanghai | Ford | Excitement Challenge Campaign 2007
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Perceptions of Ford in China - a producer of old, inefficient vehicles - lagged some distance behind reality. Designed in Europe,
the newer models encapsulated the brand's energetic, adventurous and positive spirit.
Ford needed to shift the public's preconceived ideas, and move cars off the showroom floor. Cohn & Wolfe, as part of an integrated WPP
team, was presented with the challenge, and came up with one of their own: the China Excitement Challenge.
A new website (excitechina.com.cn) set the stage. Among other activities, it invited people to enter the centrepiece of the campaign:
Excitement 21. Effectively an online reality show, Excitement 21 took two teams of entrants across China for 21 consecutive days.
Each day, participants were presented with a new task (for example, dressing up in a Spiderman Velcro-suit - then jumping on to
a moving truck). Videos of the stunts were then uploaded onto the website.
The results of the China Excitement Challenge were spectacular. National media coverage was extensive, and included two full hours
of television. The website received 300 million visitors, and 680 000 registrations. Dealer visits for test drives grew by 473%, with overall
sales increasing by 177%.
And excitement levels for the participants were also up - by 531%. |
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