Office: London
Client: Ford C-MAX
The Brief:
Across Europe, Ford wanted to communicate that although the restyled C-MAX is a larger family car, it is stylish and exhilarating to drive. In fact, the C-MAX is the best-driving “Multi-Activity-Vehicle” in its class.
The Campaign:
We found that men think there's no point lusting after a sporty, enjoyable car when you have kids. We wanted them to realize that the C-MAX is the coolest no-compromise “MAV” with great driving dynamics. So we created a modern day hero. The “Urban Free Runner” uses his incredible dexterity to dramatize the feeling of the vehicle’s driving agility. In a first for Ford, the media focused on innovative rich-media advertising formats that extended beyond the banner to truly demonstrate this feeling of agility and freedom.
The Success:
A tremendous response included impressive numbers of banner click-throughs and microsite visits with lengthy interactions—not to mention a high percentage of brochure requests.