Title | WHEEL OF FORTUNE |
Brand | FORD MOTOR COMPANY |
Product / Service | FORD FIESTA |
Category | B02. Consumer Products |
Entrant | JWT KUALA LUMPUR, MALAYSIA |
Entrant Company: | JWT KUALA LUMPUR, MALAYSIA |
Sales Promotion/Advertising Agency: | JWT KUALA LUMPUR, MALAYSIA |
Name | Company | Position |
---|---|---|
Edwin Leong | JWT Kuala Lumpur | Deputy Chairman/Ecd |
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 Sdn. Bhd. | Photographer |
Joey Wong/Timothy Tai | Image Rom Sdn. Bhd. | Producer |
Beryl Chong/Hakwee Teng | Image Rom Sdn. Bhd. | 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 | |
Hans Lee | Jwt Kuala Lumpur | Associate Creative Director |
Kamal Chima | Jwt Kuala Lumpur | Production Manager |
Ford wanted to increase Fiesta sales before the end of 2011. So they decided to use the lucky draw as a test drive incentive. But these gimmicks have become ineffective towards the public. Therefore, a fresher approach was needed to appeal to potential customers.
We made every test drive an event, just by fixing the Fiesta Wheel of Fortune (a combination of 2 familiar objects - a spinner and the Wheel of Fortune) to the Fiesta rim. 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 simple idea was rolled out to 53 Ford showrooms across the country. In 3 months (October – December 2011), test drives increased by a stunning 63%. It also generated 491 bookings in 4 weeks and a 4-month long waiting list for the car. But most importantly, Ford made an impact upon its return to the local market.
The Fiesta is a fun car, but this point can only be made by actually driving one. Hence, we need more people to test drive the Fiesta. But a test drive is seldom fun, or exciting. Using simple and familiar mechanics – a rim, and a wheel of fortune, we made every Fiesta test drive a game of chance. It added an element of suspense, and more importantly fun to the act of considering a Fiesta.