With Ford trailing its rivals in model favorability and cultural relevance, the automaker confronted a problem in producing pleasure for the Bronco and Bronco Sport. Enter Bronco Off-Roadeo, a one-day immersive journey that confirmed off the Bronco’s spirited efficiency within the wild. However Ford wished to succeed in audiences past gearheads to get behind the wheel. Media associate Mindshare introduced in Tonight Present host Jimmy Fallon to develop a branded content material section that will present Ford’s evolving identification as a way of life model. As a substitute of specializing in specs and dust, “Child Bronco” used humor and emotion with Fallon as Cowboy Jimmy elevating a child Ford Bronco.
Because the Bronco grows, Cowboy Jimmy realizes that their subsequent problem—going off street—requires greater than love. They discover the mandatory coaching and experience on the Bronco Off-Roadeo, which viewers additionally had an opportunity to participate in by means of a sweepstakes. The section was amplified throughout the present’s social channels in addition to Fallon’s private Fb account to spice up Ford’s model visibility amongst non-traditional automotive audiences. “Child Bronco” contributed to huge positive factors in model opinion (16%), seller visits (37%), and consideration (9%).
United24 | #TheDonationMap
Media Company: Havas Media Community Madrid
Class: Greatest Trigger Advertising and marketing
Because the Russian invasion of Ukraine dragged on for over two years, fundraising platform United24 was dealing with donor fatigue and the problem of sustaining international consideration. To achieve new, youthful audiences, the Ukrainian charity and Havas Media Community Madrid turned to on-line gaming to faucet into an enormous, engaged group keen about causes however usually disconnected from conventional donation efforts. Contained in the massively standard battle royale sport Fortnite, United24 “hacked” the monetization system with a particular Donation Map, a meticulously recreated model of Kyiv’s Independence Sq.. Each competitor who stepped into the zone was immersed within the nation’s tradition and helped increase funds just by taking part in.
Havas devoted its whole finances to cell and on-line platforms, with natural social engagement, influencer partnerships with gaming personalities throughout Instagram, TikTok, and Twitch, PR, and digital OOH promoting. United24 in the end exceeded its €100,000 purpose, noticed a forty five% rise in its net visitors, and garnered 1.3 billion media impressions—all inside a month—making it the charity’s most seen initiative up to now. This wasn’t only a marketing campaign, it was a blueprint for the way forward for digital fundraising.
Škoda | “The Redditor Edit”
Inventive Company: Leo Burnett
Media Company: PHD UK
Class: Greatest Use of Social
