Objective:

To communicate the safety message of the new remarkable Active City Stop technology in Ford cars in a more consumer-friendly way. Because the cold and technical tone of the nature of the technology communication was not satisfying enough to create an emotional bond with the consumer to be their love-brand.

Product benefit:

While driving at under 30km/h, Active City Stop (ACS) automatically brakes for you even if you were distracted.

Given the objective of this campaign is to build awareness for ACS, we have targeted all adults, living in the city.

The strategy is to get people to directly experience the consumer benefit provided by this new remarkable technology in an unexpected way. Then use this word of mouth, plus the buzz of the media coverage of its case video to increase awareness of this technology and to create positive PR about the Ford brand.

One may also be distracted while walking on the street. So, why not demonstrate this remarkable technology in real life and give our safety message with a leaflet?

We have used a promotional stunt team to dramatise the sudden breaking of the car by stopping in front of people whom are walking unaware on the street. When people couldn't stop and crash into our stunt guy, he/she smiles kindly and hands over the leaflet explaining the safety benefit of Active City Stop technology.

We have seeded the case video of this live event in popular social media & video sites.

In just one week:

- 5,000 leaflets distributed

- Over 250,000 video views

- 3,270 Facebook Likes

- Featured on many blogs and news sites such as Hürriyet Newspaper Blog (biggest local title), Elma+Alt+Shift, Campaign Turkey blog, Fikir Çok Net (FCN 'Idea is so simple' blog) etc.

Still people are sharing, viewing & tweeting about our case video and we are still counting