Despite the fact that Kuga is a dynamic and high performance SUV, its brand awareness was low. The reason was global assets (TVC, print materials) were not perfectly appealing to the Turkish consumer consequently we needed a content partnership to show Kuga's features naturally. Furthermore competitors were doing agressive media investments on SUV category.

The Ford Kuga starring promotional video prepared by Redbull aired on TV and was posted on Ford’s social media accounts. The run was also supported in terms of PR by journalists, sports people carrying the run into their columns; and celebrities, Galatasaray football team supported the run by joining or posting about it. As for outdoor advertising, 2859 billboards were used in 15 cities. Radio DJ’s also promoted the run by inviting people on dj talks. A total of 8021 registries were made to the event with 5700 attending. The Izmir run became the second run with the most participants among 33 Wings For Life countries. The run going live on different TV channels such as NTVSpor, Sporx and Redbull TV. In the stands set up at Gundogdu Square where the race started, Ford vehicles were exhibited. Also WFL t-shirts with Ford logo were handed out to 1000 people.