If this doesn’t excite you, you’re not breathing
China’s car market was a huge opportunity for Ford, except for one tiny little problem: image.
The Chinese saw the late-arriving Ford brand as old and uninspiring. So, Cohn & Wolfe revved up a program to change that misperception, convincing overworked, routine-trapped Chinese that Ford could bring more excitement to their lives. Competitors in the “Make Every Day Exciting” campaign took part in a series of adrenaline-pumping challenges that captivated the nation and sent their hearts racing. (Literally … scientific data showed an increase in excitement levels of 531 percent.)
… a series of adrenaline-pumping challenges that captivated the nation and sent their hearts racing.
Competitors participated in 21 days of daring events, including The Spider Man Jump, where teams of Velcro-suited contestants tried to stick themselves onto a moving truck, and the Ball-Surfing River Ride, where players floated inside a huge transparent ball while navigating down a river.
Beyond generating unprecedented media-exposure and driving 2.5 million viral video views, the integrated marketing campaign increased dealership test drives by nearly 500 percent and boosted products sales by a staggering 177 percent. Now that’s exciting.
