2015 Winners & Shortlists

The Campaign

In 2014, Ford Mustang celebrated its 50th anniversary. Almost five decades ago Ford captured the world’s attention by placing a 1965 Mustang Convertible on top of what was then the world’s tallest building, New York’s Empire State Building. The “Mustang Rises” event in Dubai, home to the Burj Khalifa – now the world’s tallest building – celebrated Mustang’s 50th anniversary and also marked the inauguration of Ford’s recently launched business unit, covering the Middle East & Africa. The agency developed a 360 communications programme that centered around the assembly of a new 2014 yellow Mustang Convertible on the 112th floor of the Burj Khalifa. The stunt was topped off by Ford Executive Chairman Bill Ford completing a challenge to place the iconic pony badge on the car. The robust communications campaign included a strong digital element through the use of social media, livestreaming and videos.

The Brief

The publicity stunt’s goal was three-pronged; celebrate the 50th anniversary of Mustang; raise awareness about the company’s new business unit; and generate excitement amongst car enthusiasts around the world.

Results

• Over 10,000 people gathered in Downtown Dubai, the Burj Khalifa district, to watch the live show • The stunt generated significant media coverage in more than 1560 outlets including the Wall Street Journal, BBC, Al Arabiya with a perceived value of $2.2m • Cover interview with Bill Ford in the region’s leading business magazine, Arabian Business • The stunt was live webcast to over 100 countries • YouTube event video viewed 1.3m

Execution

The Agency developed a compelling story for Ford Middle East & Africa that combined Mustang’s 50th anniversary and a local business story for regional, global and social media. Bill Ford shared his vision of the Future of Mobility at a forum hosted by Dubai Chamber, a non-profit organisation that represents Dubai’s business community, and at a meeting with HH Sheikh Mohammed Bin Rashid Al Maktoum, UAE Vice President and Prime Minister and Ruler of Dubai. The second event centered on the big reveal of the Mustang at the Burj Khalifa. The agency targeted international and regional media as well as social media influencers through the use of live webcasts, exclusive interviews with Ford’s executive team and viral videos.

The Situation

In addition to Dubai being the home of the world’s tallest building, the city is also home to Ford’s newest Middle East and Africa business unit. The new division, which merges 47 countries across North Africa, Sub Sahara Africa, South Africa and the Middle East into a single business unit, is managed in two sub-regions – South Africa and Sub-Sahara Africa, and Africa and North Africa – with both reporting into a new Dubai headquarters. Dubai residents have a love of muscle cars, as well as stunts that show off the emirate’s finest assets such as Burj Khalifa.

The Strategy

The agency was tasked with telling Ford’s Middle East & Africa story to region and global media across several channels. There were two main events organised to achieve this; the “Future of Mobility” forum hosted by Bill Ford and Dubai Chamber, and the reveal of the Mustang on the Burj Khalifa. Through international and regional media and influencers at both events, as well as through live webcasts and social media, the agency showed the Mustang and the Burj Khalifa to the world in a unique and compelling way.