Astound Group RFP | 07.22.2011 - IFES

CASE STUDY 3 | FORD FIESTA LAUNCH
TARGET
–Male and Female
–Adults 30 years plus, no children
–HHI $65K-75K
–Urban oriented
MARKETS
–Toronto
–Montreal
OBJECTIVES
–To create a large “out of the box” OOH launch idea/concept that generates buzz and
excitement and appeals to the hard to reach target in high traffic urban areas
STRATEGY
–Design and build a unique, and modern vehicle display platform to allow consumers to
get close enough to see the key vehicle features during the day and night
–Include onsite brand ambassadors to deliver key messaging, engage the target
consumer and distribute printed collateral
–Design custom, larger than life projections set to music
–Utilize a large digital countdown clock on the vehicle display platform to build
anticipation between projections
–Film the projection content for future viral campaign
RESULTS
–Average length of interaction – 2.5 minutes
–Average interactions per hour – 16 interactions
–681booklets distributed
–The styling of the vehicle is excellent since vehicles in this is category are usually
designed to a price point
–The Fiesta is one of the new Ford models that are truly changing consumer views
about the brand
24 ASTOUND COMPANY OVERVIEW
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