2015 Winners & Shortlists

Creative Execution

Revealing the Mustang wasn't the hard part. Teasing our audience was. We showcased 3 teaser videos online, on mobile & YouTube to spark their interest. On launch day, we booked the YouTube masthead across the GCC and live-streamed the event for the Arabian world to witness. But that's not all, we also moved the streaming to mobile and social - mainly Twitter & Facebook. They saw Dubai's version of Mission Impossible, only we used honorary Bill Ford, executive chairman of the Ford Industries, instead, where he ended his show by placing the pony logo on the Mustang..on the Burj Khalifa.

We became the first brand to launch on top of the World’s Tallest Building, The Burj Khalifa, gaining over 4 million video views on all 4 main videos that were illustrated and 1.3 million views on the final after-movie that was released a few days after the launch. We also acquired over 930,000 overall campaign clicks, 59.5 million impressions, 8.7 million reach on social media and 2,500 new YouTube subscribers. Our YouTube masthead alone received a little over the benchmark number of impressions (which is 27 million at most). Definitely generating a huge buzz and conversation!

Going 4 years without any communication, Ford was in need to find a thrilling way to launch their newly revamped 2015 Mustang in the GCC. Their main objective was to increase awareness amongst its adrenaline-seeking audience & celebrate its 50th anniversary. Their post-campaign objective was to acquire over 1 million views for the after-movie that would be uploaded onto the Ford Middle East YouTube page. The Mustang’s target audience fit the following demographics: - Male - Under 30 - Energetic, outgoing - Living life on the fast lane These audiences look at the Mustang in a different light. They love the Mustang, but we loved them more - enough to carry out a crazy stunt on top of both the Dubai Mall & Burj Khalifa. We wanted to make sure that the 2015 Mustang's entrance was one that cannot be forgotten.