2015 Winners & Shortlists

Creative Execution

We needed to reveal the Mustang on an iconic location with an action movie-like twist to it. In order to do that, we managed to convince the Dubai Authorities to allow us to use the Burj Khalifa as the prime spot for the launch. For our online audience, we made sure to live-stream the entire event on YouTube, including the amplified stunt of bringing Bill Ford to Dubai to place the pony logo on the Mustang at the top. His parkour-like show was illustrated on a big canvas on-ground & online for millions of people to see.

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)

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 - Single or married without children - Energetic, outgoing - Urban, well-educated - Living life on the fast lane These audiences look at the Mustang in a different light. To them, the Mustang is perceived as an icon that portrays muscle, speed & beauty. So we wanted to carry out a dramatic entrance for the beloved icon, which is why we chose to simply put it on top of the Burj Khalifa.