| Title | SOUND OF GLORY |
| Brand | FORD |
| Product/Service | MUSTANG |
| Category |
A03. Cars & Automotive Products & Services |
|
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.
Campaign Success
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.
Describe the success of the promotion with both client and consumer including some quantifiable results
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.
Explain why the method of promotion was most relevant to the product or service
Sound of glory is a simple idea that mix technology and conceptual execution to bring consumer the sensation of driving a ford mustang. Reaching more than 2.5 millions of people, the idea generated not only participation with a simple sharing mechanic, but engaged consumer emotionally with the product.
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