The All-New Ford Mustang launch in 2015, created mass global attention and excitement amongst performance car enthusiasts. Since then, each year modifications and updated models have been released, but maintaining the newsworthy hype and engagement of the 2015 all-new launch is a struggle.

How do you keep Ford Mustang lovers excited with smaller launches?

The brief was to create a Ford Mustang experience that triggered participation, exploration and brand awareness for the 2019 Ford Mustang launch in Australia with a car customizer like no other.

The objectives were:

- To showcases and celebrate the many personalized features the 2019 Mustang, Ford’s most customizable version ever.

- To create collective excitement amongst the core target market of performance car enthusiasts in Australia.

Mustang Made By Australia.

The first mobile-led car customizer accessed through Facebook and Instagram that automatically fed individual Ford Mustang creations from thousands into a nationwide live poll. A six week mobile race to reveal Australia’s most-loved Ford Mustang, all determined by the people, with the most popular configuration being awarded the winner.

With car lover communities connecting and sharing content through social media, and over 70% of Australians consuming social media by mobile - we targeted performance car enthusiasts through Instagram and Facebook.

Car customizer experiences are traditionally a solo experience. This campaign pushed the boundaries, connecting every customized Ford Mustang in a collective race of car love and personal expression.

The campaign was crafted to solve Ford’s business need to prove that this is the most customizable model ever. Facebook’s Instant Experience was pushed to new limits, over 600 layers and 166 different configuration options, including four exhaust sound options, multiple dashmode displays and more colours than previous years.

The live poll addition added a sense of community, collective passion, and continuous excitement throughout the duration of the campaign. It also provided a PR opportunity to announcement the finale reveal to the country.

The six week interactive campaign, ran in September and November 2019, complimenting Ford Mustang’s nationwide outdoor and online campaign.

It invited Facebook and Instagram communities to take part in a live poll to identify Australia’s ultimate Mustang design.

166 possible car configurations endings appeared inside the Instant Experience, allowing participants to save their creation, check out the nationwide live poll to see what was currently winning, download the latest Ford Mustang brochure or link to a dealer.

A series of mobile videos gamifying key car features kicked off the excitement.

The live poll dynamically updated to constantly reveal the top three winning configurations as determined by the country.

The final reveal was announced across Ford’s social channels with a mobile video breaking down the most loved features and complete build.

Mustang Made By Australia produced record breaking ad awareness and message association for Ford. It catapulted the brand to a soaring 36.3 points in ad awareness and Mustang’s message association had a 35.3 lift.

It exceeded client expectations with Australian’s spending four times longer in the customizer than ever before, exploring and curating the many personalized features.

Over 240,000 Australians took the Ford Mustang customizer for a spin, and over 54,000 Ford Mustang configurations were completed and entered the live national poll.