2015 Winners & Shortlists

PROJECT HIGHTOWER: THE LEGEND RISES

BrandFORD MIDDLE EAST
Product/Service2015 FORD MUSTANG
EntrantMEC Dubai, UNITED ARAB EMIRATES
CategoryProduct launch/re-launch/shopper market
Advertising Agency Y&R DUBAI, UNITED ARAB EMIRATES
Media Agency MEC Dubai, UNITED ARAB EMIRATES
Entrant Company MEC Dubai, UNITED ARAB EMIRATES

The Brief

Ford wanted to launch the 2015 Ford Mustang on a global level, and part of their target countries included KSA. Not only that, they also wanted to celebrate the car’s 50th anniversary. Their core objectives were to launch it with a big bang, raising awareness & driving consumer engagement online as well as attaining over 1 million YouTube views for their stunts’ after-movie. They also wanted to reconnect with their adrenaline-seeking audience who are passionate about living their lives on the edge of their seats.

Describe how the promotion developed from concept to implementation

We decided to work with the agency to create and develop a mast-head sized creative that will go up on YouTube on the day of the launch for all of GCC to witness the launch event live. We promoted across social media i.e. Facebook and Twitter in addition to mobile before the event & after to ensure that Ford's voice is being heard by the right audience. By creating a hype, we were able to headline multiple portals online days after the launch. Ford also wanted to increase the number of views for the after-movie by 1 million.

Describe the success of the promotion with both client and consumer including some quantifiable results

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)

Explain why the method of promotion was most relevant to the product or service

The creatives we had were integral in grabbing the audience’s attention. We created mystery & formed a sentiment that connected with our fan base. They are hard people to please, not easily impressed by the normal. So how did we get their attention? By speaking their language. We added a spark of technology to the mix, advertised across multiple of their favourite platforms, including Facebook Twitter, Mobile & YouTube and voila! It worked.

Credits

Name Company Role
Bachir Samia MEC Dubai Business Director
John Ekambi MEC Dubai Account Manager
Dima El/Moursi MEC Dubai Account Executive
Roger Chedid MEC Dubai Account Executive
Shibli Shaik Y&R Dubai Group Account Director
Fazia Bouksani Y&R Dubai Account Manager
Rayan Rahal Y&R Dubai Account Executive