Ford wanted to break down rational barriers to consideration by US autoshow visitors. Our approach was to tap into people’s passion for cars and turn them into advocates through virals. A series of digital executions enabled visitors to create music tracks, have their picture taken and download favourite engine sounds as ringtones. A YOY increase of 47% in qualified leads was achieved with thousands of users emailing content to themselves and friends, so spreading positive messages about new Ford products.

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• ⓒ Imagination 2010