CASE STUDY: 'Start More Live' with the all-new Ford Focus
Provided by Bauer Media
Combining the very best in music, gadgets, cars, food and golf with two new Ford Focus cars on show for the guests to experience
What was the Challenge / Background of the Campaign?
Our insight tells us that men are highly responsive to commercial messages within media they trust to cover their passions, in particular special interest magazines focusing on music, sport, gadgets and motoring. To reach our key target audience and give Ford massive standout and brand awareness we decided to create a unique event hosting different zones for guests to interact in. The 'Start More Live' event, hosted by Tim Lovejoy, was created to combine the very best in music, gadgets, cars, food and golf with two new Ford Focus cars on show for the guests to experience.
What was the Campaign Objective?
Ford wanted to highlight the four key attributes of the Ford Focus to a discerning target market of ABC1 35-49 year old males. Adventure led experiences had to be at the centre of the campaign and reflect the product authenticities.
What was the Solution?
Bespoke branded content was promoted across our portfolio and beyond. Branded videos were hosted on Ford's Facebook and You Tube sites. The radio element, championed by Q, delivered a national campaign, supported by key cities & respective stations within the Place portfolio. Within Q, promotional trails drove excitement around the event with presenter live reads endorsing the message further; activity also included a station takeover & the creation of an ad funded programme 'Driven by Music'. For further details regarding this extensive campaign please follow our weblink.
What were the Results?
The campaign reached 41% of the target audience and over delivered on all areas. Spontaneous brand awareness of the Ford Focus was up an incredible 58% and 46% of the people exposed to the campaign said they would now seriously consider buying an all new Ford Focus.
What were the Key Learnings of this Campaign?
"The Ford Focus activity on Q Radio has been some of the most incredible S&P activity we have ever run. For the entire campaign Q Radio wasn't just "Q Radio" it was a proud partnership between two beautifully aligned brands." Alex Baker, Presenter and National Commercial Programming Co-ordinator, Q Radio.