We decide to re invent the myth , to give Mustang a real French touch for its first time commercialisation in France and create a very unique campaign

How to be more french and modern than asking 5 contemporary artists( to give their own vision of Mustang in relation with their 5 expertises / passions

linked to 5 strong and french media brands to create a unique team : l'ECURIE FORD MUSTANG

Use the power of talented artists and talents associated with media ecosystem on multi channels to emphase our message and give Mustang a strong role on French entertainment scene

Artists team up with trendy and lifestyle media brands to form a « racing team » called: l’Ecurie Ford Mustang.

All the contents : Artsits discovered the car, website launch, artists interview, behind the scene, artists art pieces and art cars revealed during the event @ la Garde Republicaine, print content, print editorial, PR,blogs were broadcasted on all media and artists and influenceurs ecosytems

We’ve opened this operation to UGC & design talent through contest in partnership with Design Boom

Winner got the change to integrate « l’Ecurie Ford Mustang » and show his own art piece during the ended event along Vauthier and Cesar.

we finish with a ride in Paris streeet with all the cars

All the contents, creative dress up and art pieces were shown on the dedicated website « lecuriefordmustang.com”, the #lecuriefordmustang on Instagram

from word of mouth trhough influencers to trendsetters and vip, to massaudience

- reach : 5 mo contacts, 300 k unique visits in a month

- engagement : hundreds of contest participation on design boom & Instagram, + 200 k like, share, gram

- impact : Global ROI = 1 for 7 , All the cars are currently sold out, increase favorable opinion

source : Kantar / Nielsen / social media ( instagram / facebook / twitter)