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The Ford Mustang arrived in Europe for the first time ever in 2015. The campaign I wrote and creative directed centred around an historic digital and social-first Pre-Order event during the UEFA Champions League Final. We created a completely original online pop-up store where the lucky few could pre-order one of the first 500 Mustangs bound for Europe but ONLY during the match itself:
500 Mustangs. 90 Minutes. 1 Chance.
The campaign got 500,000 likes on FaceBook. As well as the pop-up store landing site, the 360 work included outdoor, print, banners plus the film clocked up 2.1 million YouTube views and was broadcast on TV at half-time across 22 European markets. On the big night all 500 cars sold out within 28 seconds and we beat Adidas and Heineken combined in the social media conversation. The campaign went on to be recognized at Cannes Lions for Media Innovation and at the Effies.
In the lead-up to the Pre-Order itself, our social media campaign centred around the message of what can be achieved in #90Minutes. We utilized a variety of celebrity influencers (including singer Lily Allen, soccer players Robin Van Persie, and Luis Figo, model Bar Refaeli, as well as actor Ed Westwick) to reach a bigger pool of consumers and drive them to our online Pop-Up store and microsite.
Real-Time Twitter Campaign
For the first time we also undertook a real-time Twitter social campaign as the actual Champions League Final was underway. It was all run live from a 'nerve-centre' where we live-tweeted our own commentary.
Using AR Technology, we were one of the first to embrace it for automotive (2015). It brought the upcoming Mustang to life, wherever you wanted it: on your driveway, in your house, on your desk. As well as including a configurator for you to personalize yours.
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