For one day, the employees at the Ford factory in Valencia (Spain) assembled not only the usual range of cars, but also a line of toy cars to give to children’s charities for Christmas around Spain.
Execution
For one day, the employees at the Ford factory in Valencia (Spain) assembled not only the usual range of cars, but also a line of toy cars to give to children’s charities for Christmas around Spain, generating a video and PR coverage all over the country
· All the employees feel proud and more connected to Ford after taking part in the initiative, increasing the sense of belonging
· 95% positive mentions on Social Media;
· The video surprisingly became the Ford Christmas greeting for all Europe.
The Situation
ONe of the most talkable brand actions in the Country, made by a Big brand with no reputation and sense of belonging on the country. Merry Little cars made FoRD not only a know brand but went in every major tv channel as how a international brand should do to land into a country. The action also brought a huge sense of belonging to their spanish employees that felt proud of the work they have and used the video as their christmas message.
The Strategy
Reach employees and regular people so they believe that the brand is actually doing things for Spain instead of the typical speach