FORD ECOSPORT ON THE ROAD AGAIN
Title | FORD ECOSPORT ON THE ROAD AGAIN |
Brand | FORD FRANCE |
Product/Service | FORD ECOSPORT |
Category |
A10. INTEGRATED CONTENT CAMPAIGN |
Entrant Company
|
FIGHTING FISH Clichy, FRANCE
|
Contributing Company
|
OGILVY & MATHER Paris, FRANCE
|
Contributing Company 2
|
BLUE HIVE PARIS, FRANCE
|
Media Agency
|
MINDSHARE Paris, FRANCE
|
Production Company
|
FIGHTING FISH Clichy, FRANCE
|
Credits
Patrick Bégaud |
Ford France |
Head Of Marketing |
Fabrice Giacoletti |
Ford France |
Head Of Marketing Communication |
Frederic Levron |
OGILVY/MATHER PARIS |
Creative Director |
Salomé Jestin |
OGILVY/MATHER PARIS |
Artistic Director |
Charles Henry Joyault |
OGILVY/MATHER PARIS |
Copywriter |
Antoine Bagot |
OGILVY/MATHER PARIS |
Tv Producer |
Baptiste Clinet |
OGILVY/MATHER PARIS |
Art Director/Copywriter |
Nicolas Lautier |
OGILVY/MATHER PARIS |
Creative Director |
Florian Bodet |
OGILVY/MATHER PARIS |
Artistic Director |
Sylvain Michel |
Blue Hive Paris |
Managing Director |
Stanislas Vert |
Blue Hive Paris |
Integrated Group Director |
Xavier Delaporte |
Blue Hive Paris |
Account Manager |
Justine Pruvost |
Mindshare |
Project Manager |
Raphael Buis |
Minshare |
Account Director |
Vincent Rivier |
Fighting Fish |
Producer |
Dominique Dautruche |
Fighting Fish |
Producer |
Aurelie Laffite |
Fighting Fish |
Editor |
Nicolas Croix |
Fighting Fish |
Digital Project Manager |
Sami Meziani |
Fighting Fish |
Digital Technologist |
Benjamin Przespolewski |
Fighting Fish |
Artistic Director |
The Campaign
Branded content is totally new in France. The audience discovers how a brand can propose a content without imposing it.This story is a quest around the composition of a new band and record a new version of "On the road again.
Results
As the new generation of SUV illustrates Ford’s come back, The idea was to give to former artists the opportunity to make their come back and get on stage thanks to a music producer.
During two months, Cedric Couvez, a famous french TV host in the musical field, traveled on board of the new Ford Ecosport to find former artists that left their band just before it got international success and propose them to make their come back.
Thoses 4 artists are:
Henry Padovani, 1rst guitarist from The Police
Roya Arab, 1rst singer from Archive
Dick Taylor, first bassist from The rolling stones
Kathy Mendonça, first drummer from Gossip
They met and created a band to record in studio a new version of a song that illustrates their story “On the road again”.
At the end of these two months adventure, they finally played on stage, live in front of their public, fans and press.
The webseries was on several platforms and the audience could be engaged at different levels. Simply in contact with the short TV program and radio chronique or watch the webseries on youtube, tweet about it or even vote for the artistic choices, download the final song, attend to the final concert.
This campaign reached more than 4 million views.
30% of the audience watched the episodes in their entire length. They were exposed to a brand message more than 8 minutes per episode.