Title | CANE TOAD ROAD |
Brand | FORD MOTOR COMPANY |
Product / Service | FALCON ECOBOOST |
Category | C01. Viral Video |
Entrant | JWT Melbourne , AUSTRALIA |
Entrant Company: | JWT Melbourne, AUSTRALIA |
Advertising/Web Design Agency: | JWT Melbourne, AUSTRALIA |
Name | Company | Position |
---|---|---|
Richard Muntz | Jwt Melbourne | Executive Creative Director |
Jim Ritchie | Jwt Melbourne | Creative Director/Copywriter |
Rob Beamish | Jwt Melbourne | Creative Director/Art Director |
Justine Kubale | Jwt Melbourne | Agency Producer |
Sherry Harvey | Jwt Melbourne | Agency Producer |
Michael Mcconville | Jwt Melbourne | Team Leader Ford |
David Noonan | Jwt Melbourne | Account Manager |
Emily Gould | Jwt Melbourne | Planner |
Peter Kearney | Exit Films | Producer |
Chris Hill | Exit Films | Director |
Lachlan Dickie | Exit Films | Director |
Stefan Duscio | Exit Films | D.o.p |
David Parkinson | Exit Films | Gaffer |
Justin Buckingham | Glasshammer Fx | Puppeteer |
Matthew Moss | Illumist Effect | Puppeteer |
Phil Kenihan | Front Of House | Sound Engineer |
Illoura | Post Production | |
Glasshammerfx New Zealand | Visual Effects |
Challenge: Launch the new Falcon EcoBoost with a limited production budget and zero media budget. Solution: There are 45,000 new large car intenders in Australia. Each of them are twice as likely than other drivers to talk to people about cars and to be asked for car recommendations. By engaging our audience with memorable viral content via a targeted seeding strategy we raised nameplate awareness and encouraged recommendations and shares. Results: “Cane Toad Road” content far surpassed its target of 45,000 large car intenders, receiving 6,500 views in the first 24hours and 400,000 views in the first two months.