Title | WHEEL OF FORTUNE |
Brand | FORD MOTOR COMPANY |
Product / Service | FORD FIESTA |
Category | A07. Point of Sale |
Entrant | JWT KUALA LUMPUR, MALAYSIA |
Entrant Company: | JWT KUALA LUMPUR, MALAYSIA |
Design/Advertising Agency: | JWT KUALA LUMPUR, MALAYSIA |
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 |
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?
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.
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.
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.