AGENCY
Philip De Meulemeester, Planning Director
Joseph Castagna, Planner
Liz Boone, SVP Group Account Director
Allison Piper, Account Supervisor
Philip Sicklinger, Executive Creative Director
Alex Booker, Executive Creative Director
Rob Kurfehs, Group Creative Director
James Salanitri, Creative Director / Art
Brian Kunath, Creative Director / Copy
Frederick Orlando, Associate Creative Director / ArtDavid Lubars, Chief Creative Officer, Worldwide
Lauren Connolly, EVP, Executive Creative Director
Joe DiMeglio, Executive Vice President, NA Business Lead
Michael Green, Senior Project Manager
Christine Quigley, Associate Planning Director
Kate Kelley, VP Communications Director
Vishal Dheiman, Head of Tactile Innovation
Diane Hill, Executive Vice President, Group Executive Producer
Katie Young, Executive Producer
Sami Kriegstein Jacobson, Partner Relations
Jess Nugent, Production Services Director
Dena Walker, Global Head of Planning, Ford
VMLY&R
OneMagnify
GMR Marketing
SUMMARY
To generate demand and excitement for Mustang Mach-E, Ford rereleased a batch of its limited quantity First Editions against a rapidly approaching production deadline. By targeting a niche audience Ford had never spoken to before, and uncovering their shopping affinity for pop culture merchandize, we turned to sneaker sales for inspiration and ‘dropped’ the Mach-E for order unannounced across three select hype culture environments. As a result, we were able to convert 44% of our leads into orders and generate incremental revenue 200x our budget.
