The all-new Mustang Mach 1 was arriving in Brazil, and we needed to do a direct mail for Ford customers and Mustang owners to create awareness of the launch.

Our objective was to increase the conversation rate, the scheduled test drive and get the attention in a highly competitive market in a moment that every other company was launching new cars.

We created an exclusive Knight based on the iconic Mustang Pony able to pre-order the Mustang Mach 1 when moved correctly

on a chessboard. The piece was impressed in 3d printer and had a encoded NFC tag at the bottom, this NFC connects to the cellphone user when the right move is done, and then confirms the pre-order of the all new Mustang Mach 1.

Our target audience was people who already have a Mustang and enthusiast of the iconic muscle car. Knowing that this target are a high society people we use chess, a top trend nowadays, to start a conversation and reinforce key features like precision, speed and intelligence that chess and mustang have both in common.

First, we sent 300 chess pieces to?Mustang owners, announcing the arrival of the New Mustang Mach 1.? We have redefined the movement of the knight so that through a single move, the target could make his Check Mach 1, the correct movement causes the NFC of the piece to connect with the owner's cell phone to a landing page and send an email confirming that the movement was carried out successfully. After the email confirmation, a concierge contacts the owner. This campaign was scheduled to start on April 16 and end on April 30, 2021 in the whole national territory but within 24 hours we sold all Mustangs in stock.

Check Mach 1 created 300 grandmasters in chess because everyone made the Checkmate with the Mustang piece, which means that we had 100% of efficiency with the creative idea and also sold out the all-new Mustang Mach 1 (R$ 550,000 each) in 24 hours after the launch.

Check Mach 1 deliberated a positive response in all of our social media for those who didn't receive the piece, creating brand awareness and increasing the brand perception in a positive way after a bad time that Ford had in Brazil since the automotive factories were closed.