TAIWAN TRUE COLOR

TitleTAIWAN TRUE COLOR
ClientFORD MOTOR COMPANY
Product / ServiceNEW FORD KUGA
CategoryA03. Cars & Automotive Products & Services
EntrantJ. WALTER THOMPSON TAIWAN Taipei City, CHINESE TAIPEI
Idea Creation J. WALTER THOMPSON TAIWAN Taipei City, CHINESE TAIPEI

The Campaign

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”

Creative Execution

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

* 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

Explain why the method of promotion was most relevant to the product or service

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.

Credits

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
Links
Video URL