WHEEL OF FORTUNE

TitleWHEEL OF FORTUNE
ClientFORD MOTOR COMPANY
Product / ServiceFORD FIESTA
CategoryA07. Point of Sale
EntrantJWT KUALA LUMPUR, MALAYSIA
Entrant Company:JWT KUALA LUMPUR, MALAYSIA
Design/Advertising Agency:JWT KUALA LUMPUR, MALAYSIA

Brief Explanation

Rewarding people with prizes at test drives were no longer a novelty. It is something people expect when buying a car. So how do we differentiate ourselves and get jaded consumers excited over a Fiesta test drive?

The Brief

Ford wanted to increase sales before the end of 2011. To achieve this, they needed more people to test drive the Fiesta within 3 months.

How the final design was conceived

The Fiesta Wheel of Fortune (a combination of 2 familiar objects – a spinner and the Wheel of Fortune) was attached to the Fiesta rim. By doing so, an ordinary test drive turned into a game of chance. At the end of every test drive, customers must run to the spinning wheel to see where it stops. Whatever prize the pointer indicates can be redeemed if they booked the Fiesta. This campaign changed the public’s perception towards incentivised test drives and Ford Fiesta test drives increased naturally.

Indication of how successful the outcome was in the market

This simple idea was rolled out to 53 Ford showrooms across the country. In 3 months (October – December 2011), test drives increased by a stunning 65%. It also generated 491 bookings and a 4-month long waiting list for the car. But most importantly, Ford made an impact upon its return to the local market.

Credits

Name Company Position
Edwin Leong JWT Kuala Lumpur Deputy Chairman/Executive Creative Director
May Yong JWT Kuala Lumpur Creative Group Head
Bala Chow JWT Kuala Lumpur Senior Art Director
Eu Jin Foong JWT Kuala Lumpur Writer
Jing Wei Wong JWT Kuala Lumpur Writer
Yao Ding Ng JWT Kuala Lumpur Designer
Reuben Kang JWT Kuala Lumpur Audio-Visual Producer
Jonathan Lim JWT Kuala Lumpur Group Account Director
Adrian Cheah JWT Kuala Lumpur Account Director
Lin Tze Yee JWT Kuala Lumpur Account Executive
Farris Baharom JWT Kuala Lumpur Senior Planner
Goh Hong Kiat Take Two Productions Executive Producer
Lee Kah Loong Image Rom Photographer
Joey Wong/Timothy Tai Image Rom Producer
Beryl Chong/Hakwee Teng Image Rom Di Artist
Queenie Tham Sime Darby Autoconnexion Malaysia Senior Manager - Marketing/Communications
Hazel Khor Sime Darby Autoconnexion Malaysia Brand Manager
Veemala Rethinasamy Ford Export/Growth Malaysia National Sales Manager - Malaysia
Ong Chee Kong - Propmaster
Keith Ngiau - Video Editor