CANE TOAD ROAD

TitleCANE TOAD ROAD
BrandFORD MOTOR COMPANY
Product / ServiceFALCON ECOBOOST
CategoryC01. Viral Video
EntrantJWT Melbourne , AUSTRALIA
Entrant Company:JWT Melbourne, AUSTRALIA
Advertising/Web Design Agency:JWT Melbourne, AUSTRALIA

Credits

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

Brief Explanation

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.

Links

Entry URL