| Title | SOUND OF GLORY |
| Brand | FORD |
| Product/Service | MUSTANG |
| Category |
B02. Use of Audio Platforms |
|
Entrant
|
OGILVY MADRID, SPAIN
|
|
Idea Creation
|
OGILVY MADRID, SPAIN
|
Credits
| Paulo Areas |
Ogilvy&Mather |
General Creative Director |
| Diego Launton |
Ogilvy&Mather |
Art Director |
| Javier Martinez |
Ogilvy&Mather |
Art Director |
| Pablo Cachon |
Ogilvy&Mather |
Creative Director |
| Gabriel fernandez |
Ogilvy&Mather |
Copy |
The Campaign
The Sound Of Glory is an identical reproduction of the Mustang´s accelerator pedal that can be synchronized via FM dial with any car audio system. It works with an antenna and a sensor pressure, so every time you step on it, the pedal sends the information to your car’s audio system that automatically reproduces the iconic sound of the new Mustang.
Creative Execution
Sent to a special target and also launched on social network where consumers that have shared the video could win the PACK, that is how the sound of glory works:
Turn on the pedal, It will give you a specific radio dial, synchronize the pedal via FM Dial with your car's audio system and attach the Mustang pedal to your car's accelerator pedal. The pedal works with a pressure sensor, so every time you step on it... the speakers of your car will reproduce the sound of a true Ford Mustang.
The campaign not only brought awareness, but strengthened customer loyalty to Ford dealers. The brand’s image was clearly communicated to the exclusive Ford Mustang target group and more than 75% of the possible buyers that received The Sound of Glory scheduled a test drive.
The idea reached more than 2.5 million on Social network with more than 40% engagement.
Sound of Glory uses the radio media in a innovative way, sending through a ford mustang pedal reproduction, a FM signal to any car audio system, and reproducing the sound of the Mustang engines on any car through the radio.
Insights, Strategy and the Idea
Intended to reach an exclusive target, this simple mail delivered the adrenaline of accelerating an amazing car like the New Ford Mustang through direct mail reaching a very exclusive target on an innovative way and using this target as speakers to the brand, and also reaching the target emotionally on social network