FORD ECOSPORT ON THE ROAD AGAIN
| Title | FORD ECOSPORT ON THE ROAD AGAIN |
| Brand | FORD FRANCE |
| Product/Service | FORD ECOSPORT |
| Category |
A02. NON-FICTION: SERIES OR FILM |
|
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 |
Project Manager |
| 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 tell a story to an audience involving a product or brand message.
Results
As the new generation of SUV illustrates Ford’s come back, The idea was to give 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 broadcasted on a dedicated Youtube channel. This story also interested the TV industry, M6 made a short TV program around this concept.
On the road again was broadcasted on M6 replay platform next to other famous TV programs such as Bones or New Girl.
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.