| Title | TAIWAN TRUE COLOR |
| Brand | FORD MOTOR COMPANY |
| Product / Service | NEW FORD KUGA |
| Category | A03. Cars & Automotive Products & Services |
| Entrant | J. WALTER THOMPSON TAIWAN Taipei City, CHINESE TAIPEI |
| Idea Creation | J. WALTER THOMPSON TAIWAN Taipei City, CHINESE TAIPEI |
| Name | Company | Position |
|---|---|---|
| I-Fei Chang | J.Walter Thompson Taipei | Chief Creative Officer |
| K. S. Yeh | J.Walter Thompson Taipei | GCD |
| Lulu Lu | J.Walter Thompson Taipei | GCD |
| Ha Weng | J.Walter Thompson Taipei | Associate Creative Director |
| Easy Tsai | J.Walter Thompson Taipei | Copywriter |
| Barney Lin | J.Walter Thompson Taipei | Art Director |
In Taiwan, blue and green are the most prominent among all colors Because these represent the longest running opposition political parties we want to tell the people of Taiwan is that there are way more true and beautiful colors than just blue and green worth exploring. So we created a test-drive event called, "Taiwan True Colors”
We invited the public to discover and name what they consider as a “Taiwan true color” .We then encouraged them to vote and come up with 24 colors that best represent the spirit of Taiwan.Next, we turned these colors into both original and organic Taiwan crayons. Allowing everyone who comes to test drive a NEW FORD KUGA can not only explore these colors authentically in Taiwan but also bring back a box of them home as crayons. We encourage them to keep driving NEW FORD KUGA and to keep discovering other magnificent Taiwan True Colors.
* Over 2,764,000 interactions (liking or viewing the video) on social media * Three times the test-drive rate during the first month * With a growth of 138% in sales compared to the year before
In Taiwan, Ford don’t have a strong Brand preference. Therefore, we try to use a consensus topic to catch their attention and be willing to engage with Ford. Through this campaign, people can know more about brand and Taiwan. The end of Campaign, we had incredible interactions on social network and made showroom visitor higher than ever.
35-45 age married male, young family with kid(s), the buyer core decision maker is their wife. They are an aspiration success in career by themselves. Open-mind with new thing, knows how to enjoy outdoor life to explore nature, more savvy and having more knowledge about car. They are a smart family, they think that a good product competency exceeding brand image. The New Ford Kuga with BIC dynamics and safety capability, that is the smart family’s smart choice.