Four advertising agencies had joined a competitive bid to obtain the regional Ford’s account. Duplo Comunicação was one of them. The challenge consisted in maintaining the agency in evidence during a long competitive process. To demonstrate its deep efforts in this challenge, Duplo created the 16 Days inside a Ford, a Business to Business action in which all the 50 agency employees took turn inside a car for 16 days to show to the potential new client how they were motivated to win the account. Two cameras shared everything that was happening inside the car and around it in the website 16diasdentrodeumford.com.br. Each employee used their time inside the car showing the agency’s work or just entertaining the audience, creating a mix of reality and talk show. The interaction with the viewers took place on Twitter, Messenger and was released by mobile and email. Each website visitor spent 8 minutes on average in contact with the agency’s beliefs and with the objectives of this action, resulting in an active buzz that was taken to newspapers’ pages and could be seen in important websites, making the competition well-known. 16 Days inside a Ford reached 33 countries, won the Ford's account and the following awards:
- Best Business to Business Action (Gold in Globes Awards - World edition);
- Best Business to Business Action (Gold in Salão da Comunicação ARP - Riograndense Advertising Association);
- Best regional Business to Business Action (Gold in AMPRO Globes Awards – Regional Sul);
- Best Business to Business Action in Latin America (Bronze in Wave Festival 2011).
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