Cities are not a good place for cars anymore, neither are they for its inhabitants as more and more of them are moving outside the city to suburbs or countryside. For the first time in decades, we observe more relocation from the city centres to countryside than the opposite.

More generally, there is a common aspiration to make a new start: 58% of French have already thought about changing their lives and 50% say they would do it.

We saw that as an opportunity to celebrate life outside the cities and invite French consumers to #TakeaNewTurn in their lives by:

- Pointing out the absurdity of living in cities through stereotypes related to work, housing, transport.

- Inspiring French consumers to achieve their life change through a service-based approach sponsored by Ford

(Source : Opinion Way – Les français et le changement de vie, Juin 2014)

The platform gathered different type of content: a quiz helped identify their motivations (live by the sea ? Work with their hands ?) then real life opportunities were offered to them with the car best suiting their needs.

Prendreunvirage.fr is the hub for a new brand experience, supported by an integrated campaign entitled “Take a new turn” with assets like mysterious, unbranded OOH/DOOH covering the city and building the bridge between IRL and digital content.

This setup was reinforced with a viral video staring Carla Bruni’s amazing change of life and inviting internet users to do the same and an influencer network on Facebook and Instagram to further nourish the conversation.

The campaign over performed in terms of Impact, reach and engagement achieved through a strong integrated device:

-Favourable opinion increased by 8 points vs the 5 points objectives (from 28% to 36%)

-Brand consideration raised by 8 points ( from 26% to 34%)

-6 284 000 of views on Carla Bruni viral video

-2 230 310 of visits on the website (Time spent average: 3min)

-343 000 interactions on twitter, facebook, Instagram

-3 576 website viewers applied to the offers and among them 5 persons changed their lives.

Turning Brand interest into product consideration and sales:

- Direct traffic on Ford.fr (i.e. product consideration) increased by 36% during the campaign peak (September’15)

- Order take uplift in Q4 2015 + 17 % YoY (PV)