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Ford Mustang
Unleashing America's Inner Mustang

RAN IN: United States

CLIENT
Ford Motor Company

Lee Jelenic - Ford Car Comm. Manager
Scott Kelly - Ford Comm. Manager

AGENCY
Team Detroit Inc. *Lead Agency

Gary Pascoe - EVP, Executive Creative Director
Christian Boe - VP, Acct. Director
Debra Fisher - VP, Assoc. Comm. Director
Jason Follebout - Digital Mgmt. Supervisor
Stephanie Kohnen - VP, Assoc. Creative Director
Andy Martin - VP, Planning Director
Stuart O'Neil - Digital Group Creative Director
Colin Padden - VP, Acct. Director


SUMMARY

Ford's iconic Mustang was facing a shrinking segment and its first real competition in over a decade. To regain its relevance at a critical moment in the category, we changed the conversation around the greatest driver of purchase in the segment, exterior design. The highly social Unleash Your Inner Mustang campaign wielded digital, mobile, social, and traditional channels in innovative ways to build a passionate community of 4.4 million fans, grow sales 19% YOY, and generate the highest level of brand favorable opinion on record.

CASE STUDY

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CASE VIDEO


Hero Medium: Interactive

Medium Featured On Video: TV, Interactive, Social Networking Sites/Applications, Mobile/Tablet, Print, OOH

Audience: New Audience

Objectives: Build, defend brand position

Type: Business to Consumer

Classification: Local, National

Language: English