To launch the New Ford Focus we decided to partner with Zap.com.br and on Webmotors, (the two biggest online used-car shops in Brazil) to create a new media format.
When the owner of one of the New Focus' competitor cars decides to sell it and place and ad on the websites, he'll be surprised with a proposal.
Ford will pay for your ad on the site for two weeks if you agree to let them display a small stamp on it, that reads “I’m selling my car to get the new Ford Focus.”
That way, we can introduce the new Ford Focus exactly when its potential customers are thinking about selling their old cars. We also make sure that when someone is browsing those websites for a competitor’s rival model, they’ll be reminded of the new Focus.
And who gets benefited from all this? Well, it’s good for Ford, that reaches potential consumers who just sold their cars and might be looking for a new one, it’s good for the seller, that gets a free ad, and it’s good for Zap and Webmotors, that get more people selling their cars through them.
When the ad is closed and the car sold, a Ford Dealer immediately get in contact with the advertiser and invites him for a test drive. This particular client is interested in this kind of car, and has exactly the right ammount of money to buy a New Ford Focus.
Creative Director: Marcelo Zampini
Associate Creative Director: Wellington Ferreira
Art Director: Caio Fernando
Copywriter: Bruno Mendonça
Videocase Motion Design: Fabiana Figueiredo