2020 Winner

CASE SUMMARY

Chinese newcomers to Canada aren’t as familiar with Ford as they are with Japanese or European auto brands. To drive broader awareness among the Chinese community, the Toronto Ford Dealers Association took to WeChat. On the platform it hosted the “Ford Mustang Game,” harnessing motion sensor tech on mobile devices so that players could maneuver a virtual Mustang vehicle around obstacles on a highway. WeChatters could fuel up with gas after watching a short branded video. And by sharing their score with an image of their customised Mustang, they could also win merch. Because users shared their contact details with Ford before playing, it was able to generate 836 potential new buyers in the GTA alone.

Credits

Agency: Ethnicity Matters
Partner, Co-Founder – Howard Lichtman
Account Director – Tania Bahl
Art Director – Cookie Chan
Senior Media Planner – Chris Tsoi