Ford Ka is a key brand of Ford´s portfolio in Argentina, due to its entry car condition, aimed at the youngest consumer segment. This year, to communicate the continuity of the Ford Ka, we created a campaign under the concept Welcome To Your First Car, where we said Hello to all the good things that start to happen in your life when you have your first car, and GOODBYE to all the things you suffer when you don´t.

For the youth, the car is the first space they own. The strategy of the campaign was based in positioning the Ford Ka as the first car.

In the quest of exposing the diversity and quantity of Hellos and Goodbyes, our tool was using different typographies for the same words, which represented this diversity in each piece, and at the same time provided a different visual experience each time you looked at each one of them.

As a result of the proposals, in tune with the interests of the target, the campaign made tangible the communication of the brand achieving the goal of consolidating its relationship with the young audience, and triggering the sales of the Ford Ka 17,9%, with respect to the same period of the former year.