The Digital Media Strategy was based on a VIDEO SERIES, the “Simplifier” was the protagonist of several, biting videos pre-roll that we called “Make it easy interferences”.The videos were planned according to the content that followed. We used the concept of “adaptive digital adv” (15” pre-roll format) on video vertical sites such as, video tutorial based on Fashion, Make-up, Cooking, Video School Lessons, TV Show- TV Series on demand, and so on … For example: Ka pre-roll on video recipes (cooking sites). A very clumsy girl starts to introduce a commercial offer. The Simplifier, who is exactly her opposite, bursts into the scene saying:“Hey, make it easy! They’re longing to watch the recipe video!(claim, commercial offer and packshot).

Media Results: In two months, the display campaign showed a remarkable uplift in click through rate, when compared to the average CTR results for past FoI campaigns.

TOTAL CTR of KA  campaign 1, 25%, this is a great result for our market average, past Ford campaign CTR: 0.4/0.6%.

In particular, the performance of the adaptive digital video pre-roll was outstanding: the whole pre-roll planning showed a significant uplift in click through values if compared to the Fiesta launch campaign. (January 2013) CTR of KA adaptive digital video pre-roll campaign: 2.45% .