Have an account? login. Don't have an account? Create an account for free for unrestricted access.
FMBX News
Posted: Nov 28, 2010
Ford Ka and Tony and Guy promotion culminates
A four-pronged initiative created by OgilvyAction, called Discover a Style You’ll Love, kicked off in mid October for a month through activity in shopping centres (London, Birmingham, Manchester and Newcastle) and all TONI&GUY salons amplified via a social media programme and supporting PR activity targeting women’s media. The promotion ends today.
Building on the proposition ‘Look deeper, you’ll discover more’, the push encouraged shoppers and TONI&GUY customers to enter a competition – uploading a stylish photograph or video of themselves - to win a Ka for two months and the opportunity to take part in style adventures created for them by a team of influential bloggers. The initiative resides online at Ford's Ka facebook site at www.facebook.com/fordka and there will also be a facility for consumers to enter online at each shopping centre location.
Shopping centre activity concentrated on a convoy of ‘Style Kas’ that drive round local areas to encourage people into the Discover a Style You’ll Love experience at their nearby participating centre.
The flyers also flag up the free hair consultation on offer with expert TONI&GUY stylists at the Discover a Style You’ll Love experience and incentivise consumers to visit salons to have their image realized.
Every hour, a crowd-pulling ‘Super Style’ performance took place at the chosen shopping centre, with a resident stylist creating two fashion different looks and the audience asked to vote on their favourite.
TONI&GUY salons nationwide displayed a range of collateral at key moments in the in-salon customer journey echoing campaign messages and encouraging clients to enter the online competition to win a Ford Ka of their own for two months.
The social media element of the campaign built further interaction with Ford Ka’s target audience. It asks them to submit videos or pictures describing their look along with their social media profile links. Winners of a Ford Ka for two months will be chosen based on their style, on and offline. They will also receive a special TONI&GUY ‘pass’ (good for unlimited use for two months) and the chance to participate in style adventures. These 12 adventures – one for each month’s ownership of the Ford Ka by six winners - will be designed by a carefully selected group of major social media influencers and tailored to each recipient. Adventures will be captured on video and seeded.
Harry Bailey, senior account manager at OgilvyAction comments: “This stylish and playful national campaign will bring out the best in Ford Ka, reinforcing its stylish nature. It’s a great chance for consumers to check it out for themselves both on and offline, get involved, be rewarded for doing so and ultimately have a great experience thanks to Ford Ka.”
Howard Kee, events manager, Ford of Britain, said: “This campaign takes the Ford Ka straight to its target audience of young women who may not normally visit or feel comfortable in the traditional dealership environment. We believe this will bring a funky and positive touch to the Ford Ka’s already mischievous image. Moreover, the integration of experiential with a powerful social media initiative amplifies the reach of our campaign like never before. ”
The campaign builds on last year's Go Find it Tour, which also combined shopping centres and online marketing for Ford Ka. In this instance the fashion tie in was with clothes retailer Joy.
