A social media campaign for the launch of the Ford EcoSport.
For the market launch of the Ford EcoSport, an activating social media campaign was to be developed, focusing on voice-controlled access to preferred apps in order to make the model known to the young, adventurous and gadget-oriented target group via an entertaining content format. For this purpose we created the Ford #EcoSportChallenge.
Der Trailer.
That’s how the campaign went.
Frida Gold front woman Aline Süggeler and television presenter Jan Köppen were hired as moderators. The search was on for “untypical types” who could apply as a team for the “Ford EcoSport Challenge” in order to demonstrate the vehicle’s USPs and their spirit of adventure in self-made videos and running posts in six bizarre tasks in the target group environments of “Travel”, “Sport” and “Fashion”. The community’s likes and the moderators’ vote decided which team would eventually make it to the final. The prize was of course a Ford Ecosport. In the end two teams even won.
Those were our duties.
My art partner Björn Halfmann and I were responsible for the campaign idea, the conception of the mechanics, the layouts and the initial texts of the campaign site as well as the elaboration on the individual challenges.
Booked by:
Wunderman
In support of:
Globa
650,000 visits to the landing page. 1.5 million views of the trailer on YouTube. 2.23 million social media engagements within three months.
The phase schedule:
Activation of the target groups.
Four of the six challenges on the landing page.
Content, content, content.
