Creating brand connection for Ford with a new audience
Ford Mustang Midnight Kiss
We needed to create some positive news for the brand that drove engagement with our target audience – The New Pioneers
After conducting an earned traditional and social media audit, we found the Ford Mustang, which has yet to officially arrive in Australia, resonated with our social media fans and media more so than any other topic. Ford Mustang solicited positive feedback, coverage and commentary across all our key audiences. As a result, our key insight centred around the creation of news and excitement around the Mustang prior to its late 2015 arrival on Australian shores.
Our approach was to align with one of the most globally visible events – the 2014 Sydney New Year’s Eve celebration. We forged a partnership with the City of Sydney to create a unique experience for Sydneysiders at the event, but also a compelling visual that would get us national – and global – attention.
Our concept involved putting a couple on the backseat of a 2015 Ford Mustang for the kiss. But not with any old backdrop. With a completely unobscured view of the Harbour and the Harbour Bridge secured by placing the Mustang on top of the Bennelong Apartments.
The midnight kiss was published by 54 online news and print outlets in Australia and globally achieving a total reach of more than 241 million people. Key coverage generated: Daily Mail, The Independent, The Telegraph (UK), The Daily Telegraph. Across Ford’s social media platforms we reached 10,988,939 people across 5 continents. The Mustang kiss wrap video content was viewed over 84,961 times.