• What was the creative strategic solution?

We invited the three best young writers of the country to choose three different paths with absolute freedom and with the strength of their prose they took the whole country for a journey in a Ford Ecosport.

• Describe the different channel(s) and how they worked together to maximise the campaign.Just like when a great story reaches you in your daily life, each piece of the campaign reached the target in a different moment.

Daily chronicles published in the country’s most important newspaper during 20 days.

Three short stories published in the prestigious Avianca travel magazine and 20.000 copies handed out at Ford Dealerships. Digital content (pictures, videos of each trip and written tales). People would find one or the other. Find -or not- the relationship between the end of one trip and the beginning of the next. They could choose a favorite writer or simply enjoy the three different styles. Travel to one place of to another.

• What happened as a result of the communication activity?

The Ecosport went from being a simple SUV into being interesting and enduring. An SUV full of stories in which many Colombians want to travel again.

• How did the communication achieve the goals and influence business outcomes?

Credibility and the genuine capacity of the written word to take you places: Purchase consideration increased by 29 points.

Interest for the product reached 26 points (it was only 12 before the campaign).• Include commercial results such as sales and profit as well as change in consumer awareness and attitudes.

• Visits to the dealerships increased by 25% • Visits to ford's website duplicated during the campaign • Ford Ecosport sales increased by 371%