FORD KA - FIND IT CAMPAIGN

BRIEF Get 20-somethings to notice the practically invisible Ford Ka. The new model Ka is chance to get this vital market interested not only in the vehicle but at the very least positive to the Ford brand. Get them to rate the Ford Ka as cool for them not just for their Grans.

CREATIVE SOLUTION We took the idea of ‘practically invisible’ and put it at the heart of our “Find It” campaign. We created gofindit.net a site that allowed our audience to discover and share interesting content that often goes unnoticed. Our interactive map allows you to find design, street-art, music and social hangouts on a street close by. Pin a discovery you’ve made anywhere from Ireland to Italy. Rate content, post it on your Facebook, read the blog or follow the Twitter feed of new discoveries as they are made. Amongst this mapping environment you’ll also discover the funky new Ford Ka.

This was a major gamble for the client as the auto industry started nose diving. But traditional release and abandon microsites are no good for this social media active, Y bother audience. We started a dialogue using relevant cool content on a platform that continues to grow daily. We helped push record sales in this fiercely competitive category and economic climate. That’s why this is a truly big idea.