Automotive - Vehicles

Cars, trucks, motorcycles, both brand and model advertising.

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2014 BRONZE

Take The C-MAX Hybrid Challenge

By presenting Fords new C-MAX as a hybrid that hadnt forgotten how to be a car, we successfully introduced a new concept to a category long dominated by a single model, the Toyota Prius. Through a head-to-head, no-holds-barred campaign across multiple channels, we won the hearts and minds of a new generation of hybrid buyers, progressed Fords brand image and its business in key markets, and helped C-MAX become the fastest selling hybrid ever.

Brand: Ford
Client: Ford Motor Company
Agency: Team Detroit
Language: English

2013 GOLD

Unleashing America's Inner Mustang

Ford's iconic Mustang was facing a shrinking segment and its first real competition in over a decade. To regain its relevance at a critical moment in the category, we changed the conversation around the greatest driver of purchase in the segment, exterior design. The highly social Unleash Your Inner Mustang campaign wielded digital, mobile, social, and traditional channels in innovative ways to build a passionate community of 4.4 million fans, grow sales 19% YOY, and generate the highest level of brand favorable opinion on record.

Brand: Ford Mustang
Client: Ford Motor Company
Agency: Team Detroit Inc.
Language: English

2013 GOLD

Sonic "Firsts"

In 2011 there was a lot riding on Chevrolet's introduction of an all-new small car--the Sonic. For its first car launch post-bankruptcy, the brand took a new and risky approach to win over Millennials to the Sonic. Making the car the content, Sonic embarked on a series of stunts like skydiving and bungee jumping that captured the spirit of this generation. The stunts, digital campaign and TV spot featuring the events lifted Chevrolet's share of sales by more than 7 points and from 5th to 2nd place among competitors.

Brand: Chevrolet Sonic
Client: General Motors
Agency: Goodby, Silverstein & Partners
Language: English